Do make sure that each of your target regions has a representative directly involved in helping to shape the corporate communications programme.
Do adapt your brand image for different demographics whose touchpoints may be different – smartphone apps for teenagers versus an official website for pensioners. That said, don’t make assumptions: 37 per cent of Facebook users are aged 45 or over.
Do remember that engagement with online communities enables you to harness their opinions, ideas and wisdom on topics well beyond sundry product or service complaints. You can then use all of these to inform corporate communications.
Don’t do a brand exercise without exploring your business’s existing personality – you will end up the same as the competition, without a brand identity that people can buy into.
Don’t forget how terms such as “home”, “family”, “love”, “honour”, “duty” and so on skew meanings across cultures.
Don’t fail to embrace new technologies in your corporate communications process. Adoption of mobile technologies by consumers has, for example, placed new demands on how companies manage and distribute content to their customers.
>> Read the full article, "How to communicate your brand's values"
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