Market Communication Education

Businesses need to reach their audience, but also give that audience a compelling message. Here we learn the basics of how to do that.

Get our newsletter

Market Communication Part 1

Details regarding Market Communication Part 1.

Market Communication Part 1

Details regarding Market Communication Part 1.

Expanded commentary regarding market communication.

Market Communication Aspects

Introduction to relevant topics of market communication. Important aspects are:

  • Aspect 1
  • Aspect 2
  • Aspect 3
  • Aspect 4
  • Aspect 5
  • Aspect 6
  • Aspect 7

Summary of market communication aspects

Other Info

More discussion of benefits.

Market Communication Part 3

Detailed information regarding market communication part 3.

Market Communication Part 3

Detailed information regarding market communication part 3.

More information regarding market communication part 3.

Recap of market communication part 3.

Market Communication Part 4

Detailed information regarding market communication part 4.

Creative design image

Information regarding market communication part 4.

Recap market communication part 4.

Other notable comments regarding market communication. Our design process includes

  1. Step 1
  2. Step 2
  3. Step 3
  4. Step 4
  5. Step 5
  6. Step 6
  7. Step 7

Market Communication Options

Some of the many options of market communication include:

Tagline

"A brief, catchy, and witty phrase used in communications that sets a tone for interaction."

Palette

"A set of 3 or less colors that together produce a suitable business setting, per color psychology."

Font Style

"Lettering that is clear and simple, while supporting the message and setting the right tone."

Jingle

"A catchy riff with a pleasant rhythm intended to enhance memorability of the brand."

Mascot

"A cartoon or other fictitious character that adds personality and humor to the brand interaction."

Packaging

"Products delivered in brand packaging tie the excitement into the brand experience."

Imagery

"Visual continuity across advertising and other points of contacts reinforces the message."

Signage

"Window displays, building signs, and all other printed media should tie into the brand message."

Frequently Asked Market Communication Questions

When people within your customer base have become aware of your product and it’s unique benefits, branding it clearly with a fun, differentiated name will make it so they instantly recognize your offering among your competitors, increasing the chances they purchase your product.

When a brand is established, consumer perception is that the product delivers the brand promise, and other products are somewhat of a gamble. They may work well, but probably not. Products labelled with the brand can command a higher price than competitors offering a similar product, and people will be glad to pay it, and be proud of their purchase.

Interesting Fact:

In the early 2000s, Volkswagen launched a super sedan called the Phaeton, with specs that rivaled the Bentley Continental at half the price. It was the very best VW could offer. But sales fell very short of expectations... You would think that an established brand like VW, at a far lower price, would take away Bentley’s business. But Bentley’s sales were relatively unaffected. The reason is because Bentley is a very strong brand in the segment of luxury cars, where VW is not.

Strong brands develop a following. Customers who have become believers in the brand, fall in love with it, and return to purchase more products consistently. Even friends of the believers have more openness to try the product their friend loves so much. Customer loyalty to brands can be very intense, even to the point where customers can demand a say in the product and development of new products and become angry if they are excluded. It seems like a problem, but it is the contrary. That type of following makes a company extremely stable and allows it to be very profitable.

Interesting Fact:

Kraft Foods was sued over the trans-fat content of their Oreo brand cookies. They agreed to change their recipe to remove the health-risk in their product, only to find an enormous outcry from their loyal customer following, who did not want any alteration whatsoever to the product they loved so much.

When new competitors come into a market, they often are very loud and seem to advertise everywhere, and often try to entice people to try their product and gain new customers by offering lower prices than the established suppliers. Those who built their business based on the argument of price are now vulnerable to the new competitor. Those who developed strong brands will lose the least customers.

When a brand is strong, customers are more likely to remember the product and name, and when they speak with friends who are looking for a similar solution, they share their positive experience with the brand, which translates into greater sales.

When brands take root and become strong, competitors often try to take advantage and impersonate the leader with similar graphics and names. Imitations come out of the woodwork. A brand can receive trade protection from the Patent and Trademark Office, and beneficial rulings in courts of law, including injunctions for those encroaching on the brand and settlement proceeds for damages.

Strong brands are short and memorable, so when they are advertised, people have a greater tendency to remember and share the advertising message with others. Short strong brands also take up less space in ads, which is actually very important. Cluttered ads are less effective.

Studies of Recruitment officers around the world have shown that the brand recognition of the employer has great, favorable influence in the application process. The reputation of a brand that delivers on its promise to the consumer, conveys status upon the employees. The best candidates want to work with the strong brands.

The product and service make the offering superior. The main objective of the brand is to make the offering distinctive (stand out as different). Standing out isn't about having the brightest color. If competitors' brands are in yellows, oranges, and reds, then perhaps we can be blue... or green... Same with the iconography, attitude, values, and story. They don't have to shock, but they must have a substantially different feel to other brands in the market.

Visual branding must stand for what a customer can expect of the brand. If a customer cannot tell what you do quickly when seeing a brand's assets, it is likely to create confusion and reduce the market impact of the brand.

People purchase in a setting. For instance, a luxury apparel brand will not be purchased in a flea market. At least not at the premium price it is worth. Visual brand assets are a backdrop of sorts that must align with the ideal product purchase environment.

A brand's visual identity, must have a design and feel that aligns with the demographic and psychographic traits of the target audience. If you supply funeral services, your brand should not be extremely youthful, aggrandized, bright, humorous, or sexy. However, confident, mature, and compassionate consultance excellence, would probably resonate very well.

On average, it takes a person 7 contacts with a supplier before they decide to purchase (become a customer), and it takes a customer three purchases to feel brand loyalty. It is essential that every point of contact drives the same feel and appeal, so people progress towards their 7 contacts and 3 purchases to become loyal brand supporters.

A brand that is distinctive, clear in focus, resonates with the target audience, sets the right tone, and is consistent, will already be highly memorable in comparison to many, if not most, competitors. But name selection and graphic design can make a brand more memorable. For instance, short names that flow well phonetically, and are easy to spell, and visual graphics that reinforce the brand name, can make a brand easier to remember.

Our favorable perception and interpretation of new concepts, and the speed and depth with which we embrace them, is intrinsically related with the authority, familiarity, and alignment in the values perceived from the attitude with which the concepts are presented to us. Stated simply: If a brand has a relatable attitude that is highly regarded by the target audience, it will lower the barriers of defense and allow the offering to be considered quicker.

A well designed website must captivate the target audience instantly with a strong visual appeal, then provide the user with a satisfying experience finding what they are looking for, with intuitive navigation, and good rate of flow that converts guests to our desired next step with efficiency. The design must also be optimized for SEO, accessible for impaired users, compatible with mobile and other screen sizes, be free of deprecated technologies, robust in security, and lightning fast.

We require payment as a retainer for the scope of work, which we in turn use to pay for the professional time and resources used creating your design. We need your timely direction as we colaborate building your site. Once the design is finished, we will need you to supply the content (text, images, videos), per guidelines we give you, to fill the available space on pages.

There is an onboarding phase to SEO, in which keywords are researched, a plan is prepared, and modifications are made to the site being optimized. The process can take between 1 and 4 weeks depending on the complexity and magnitude of the project. Once that is completed, the off page SEO, which is an ongoing process, can begin implementation. Usually, customers see growing results within 10 to 25 weeks from the point implementation begins. Direct advertising, through social media, YouTube ads, and search engine PPC, produce instant results, but have a higher cost structure.

There will always be work required to maintain favorable search engine ranking. SEO ranking is similar to the movement of a big ship. When the right things are done, the forward movement begins, eventually getting closer and closer to the top position in search results. But if the right things are not done, the results start being lost. When that happens, it can be hard to recover an upward momentum.

It is impossible to quote an accurate price without a scope of work. That being said, companies that have an established brand and their own in-house online marketing team with a qualified web designer and some SEO / PPC specialists pay hundreds of thousands yearly to maintain the team. With us you can have the power of that team for a fraction of the expense.

We use Cookies

Use of the Max Branded site is granted in accordance with our Cookie policy, Privacy policy and Terms and Conditions.