Imagine the following scene: you are in downtown Beijing trying to sell goods to the people passing by, but you do not know a single word of Mandarin. The feeling of helplessness would be huge, right? Although the situation might seem a bit arbitrary, it is a great metaphor for how many companies handle their communication.
In an increasingly demanding corporate landscape, many market niches have become more competitive and rigorous. In this fight for more expressive results, communication is a powerful weapon, especially when it is well-structured and innovative.
Having an aligned branding strategy and creating engaging communication processes are major challenges for corporations. Therefore, it is important to value communication to transform it into a competitive differential.
Gaining competitive advantage with communication – planning and strategy
It may sound surreal, but many companies still lack the know-how or qualified professionals to execute a communication plan. Part of the competitive advantage brought by corporate communication necessarily involves the design and application of a strategy.
There are countless ways to structure communication, however, all of them must be implemented keeping in mind:
- The need to increase transparency in the relationship with the public and other stakeholders;
- The rise of social media and digital channels;
- Changes in the profile of employees (yes, generations are shifting, and increasingly, Baby Boomers and Generation X members are making way for Millennials);
- The shift in consumer profiles and how they consume information.
Without measuring these four points, the company runs the risk of failing to execute the process profitably. Effective corporate communication that turns into a competitive differential requires the awareness that internal discourse must be aligned with external discourse, in addition to always seeking the most dynamic and engaging means for transmitting messages and strengthening the brand.
For a communication plan to be effective, it is essential that it be implemented at all hierarchical levels, including the highest management levels. It is also necessary to develop activities that optimize the company’s relationship with its stakeholders.
Contextualizing the need for communication
The need to design a communication strategy is explained by the fact that it is an important tool for companies to execute various types of actions.
The main reason for the shift in how we communicate is the focus on the consumer. Consumption patterns have changed significantly in recent years, prompting organizations to rethink how they relate to their customers. Especially because today, people’s attention can be captured through different channels, and the relationship with brands has transformed.
It is against this backdrop that well-executed communication stands out as a differential. Between 1968 and 2006, U.S. consumer trust in companies dropped by 54%. More recent data indicate that customer trust in large corporations and international companies has fallen even further, reaching negative averages.
Many of these figures are the result of problems with communication and brand positioning, which is why it is essential to approach them in a strategic and guided way in order to win over the public through innovation and transparency.
Innovating in communication
Having a structured virtual presence, with a discourse targeted to the right audience and using the correct channels, is a huge advantage for companies. However, to achieve the desired results, one must keep in mind that communication (whether digital or analog) will only be a differential when combined with knowledge of the target audience and a structured discourse that dialogues with the reality of that audience.
It is necessary to pay attention to how actions are developed, because without the understanding that medium and message make all the difference, companies risk drifting while competitors take advantage of the gap and strengthen their brand.
When we talk about innovation, it is worth noting that new forms of communication emerge sporadically and revolutionize the way companies present themselves. Print ads, radio, TV, the internet, and social networks are some examples of factors that have driven changes in business communication. Therefore, always keep in mind that seeking disruptive solutions is an excellent way for the organization to carve out its space and visibility in front of consumers.
A sample of this change is corporate indoor TV, a resource that has been gaining increasing traction among companies to keep their brand always in the spotlight, broadcast attractive content, and share strategic information such as promotions and product launches.
Because they are powerful attraction tools, they have been adopted by franchises (at their points of sale) and educational institutions with the goal of developing modern, engaging branding that goes beyond mere static advertising. Even engineering companies recognize the power of indoor TV and use them on construction sites to convey information more efficiently.
Conclusion
Seeking corporate communication solutions is no longer a trend, but a necessity imposed by the market as organizations discover more effective ways to transmit their messages and monitor public interaction and engagement.
Turning communication processes into a competitive advantage is not easy. It is a task that requires planning and excellence in execution. However, answering the question asked in the title of this post, it is indeed possible to achieve this feat. It is enough for the company to see the real value of communication and be aware that structuring it properly requires close attention to audiences, the way it communicates, and the planning of actions.
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