Strategies, communication plans, creativity. It’s a real challenge to draw up a step-by-step programme that would yield the expected results when communicating our brand or product message.

After all, even Bernbach, one of the greatest communicators of the 19th century, used to say: «Advertising is not a science, it’s persuasion. And persuasion is art.» If an advertising genius of his calibre said this, we can surely trust him.

Navigating the jungle of advice, how-tos and panaceas, we have tried to summarize four principles for an improved communication, that can serve as a reference outline to build a brand image. 

1. Visual content must be at the root of your communication strategy. Images are the main weapon for communication, and will remain so in the future, evolving and acquiring new forms. Compared to an oral one, image-based storytelling has proved more and more effective. With the advent of social networks, it has started to take on a personal tone, hinting to intimacy. Which leads us to the second principle. 

2. Be real and authentic. Every choice you make must be geared towards an honest representation of your brand. Communicating something means living it, not managing it. Truly communicating who you are is without doubt a challenge, but it also leads to a great result: being unique.

3. Always stay connected, especially on social media. According to data from We Are Social, 3.5 billion people, or 45% of the world’s population, use social media. Nowadays, it’s impossible to build campaigns and strategies without this information in mind. This is why we need a smooth, effective and impactful communication. In this sense, the first principle will also help us. 

4. Don’t forget about social responsibility when planning your actions and communication strategies. This aspect is especially dear to the youngest generations, who are less interested about brands that don’t take sides or don’t play an active role when it comes to social issues. Young people feel optimistic. They want to try and make the difference; they want to be agents of change. Figures reported by The Guardian leave no doubt about the importance of social causes. More than 70% of respondents state that parameters linked to social issues should be kept in mind when evaluating a brand.

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