Brand Communication: How to Keep Your Audience Entertained

When it comes to engaging with customers and staying top of mind, it’s important to change up your communication style from time to time. Just as you wouldn’t wear the same outfit to the office day after day, your brand communication needs to evolve. But how do you know when it’s time to switch things up?

The answer lies in understanding and following your consumer behaviors. Through online brand tracking, you can gain invaluable insights into how your target market perceives your brand and how to best communicate with them.

Take an example from reBuy. They needed solid market research to understand their target audience better and craft brand communication that resonated with them. Despite specializing in buying and selling previously used electronics and media, reBuy had lost touch with their target audience. They were unsure why this was happening.

After conducting online brand tracking, reBuy discovered that a large segment of its target audience was younger consumers interested in sustainability. This was a unique selling point that reBuy had not been using in its brand communications, despite knowing that sustainability was part of its appeal.

Once reBuy discovered that sustainability was an important selling point for its target audience, they underwent a rebranding process. They reframed their product and messaging to emphasize the sustainable aspects of reBuy’s offerings. This was a major success, as it opened up a new market and cultivated higher levels of loyalty from both new and existing customers.

Now reBuy has a much better understanding of their target audience and how to communicate their brand effectively.