Brand communications with a situation-appropriate approach

Brand Building

In a nutshell: Why is Brand building important?

  • Trend toward lower brand loyalty.
  • For companies, the marketing focus is shifting from existing customers to acquiring new ones.
  • Persuasive brands have an advantage in this regard.
  • Personalization of the brand creates trust and strengthens brand loyalty.
  • Changes in the media usage make it necessary to approach people in a way that is appropriate to the given situation
  • Contemporary brand management relies on storytelling.

When asked how to approach potential new customers, traditional marketing often answers with the familiar recipes, such as TV commercials, POS campaigns and discount campaigns. At Kontx, we go further – we also ask where, because the situation in which people receive messages (up to 3,000 a day!) is important for the design of the measures. And when it comes to where, things have changed, the proliferation of home offices and the avoidance of public transport during the pandemic have led to a decrease in mobility and a shift in touchpoints – towards e-commerce and social media, which have seen significant growth rates in recent years.

The future of brand building is in social media

Put simply: If you want to do brand building, you should invest less in TV and public transport advertising and more in Instagram, Tiktok and your web store.

It is important to consider the different communication situations: a consumer who is just relaxing on Instagram takes messages differently than a train commuter on his way home. In dealing with these complex tasks, Kontx communications consulting is oriented to the research findings of Prof. Andreas Baetzgen (link to the article „Brand Building by Kontx“).

One brand, many faces

Companies want to make money first and foremost, and consumers know that. That’s why many consumers find it difficult to trust companies and their brands. One effective way to do business with consumers is to humanize them. Giving the brand a personality is one of the most proven marketing trends of all time. Like a human being, this personified brand must show a different face in different situations: entertaining in the evening hours, determined and focused on the way to the office. For brand building, this means differentiating and choosing the right approach depending on the context.

Brand building means dialog and interaction

This approach is no longer a one-way street. The rise of social media has given the term „customer orientation“ a whole new meaning. Instead of occasional satisfaction surveys, a continuous exchange with customers has become the norm: permanent contact, entertaining information and emotional connection are the goal. Modern brand positioning strategies therefore go beyond conventional „storytelling“ – they rely on „story brands“ (link to the article „Brand Building with Storytelling“).