Creating Powerful Brand Communications:

Step 1: Define and Understand the Audience

Before we begin crafting a message to your audience, we first define who we’ll be speaking to. That’s because each group of individuals have unique needs, values, priorities, and beliefs — and we want to be certain that we’re addressing each of them.

We begin defining audiences by determining who will benefit most from a product. And we dive into the specifics when doing so, considering an audience’s age, gender, socioeconomic status, and more. The more specific we get, the more we’re able to put ourselves in the shoes of our audience and really understand their needs and aspirations.

When we truly understand what our audience wants, we can more effectively create a product and message that will serve them.

Step 2: Connect with the Audience on a Deeper Level

To connect deeply with an audience, we make sure our brand communications strategy prioritizes being real, honest, and down-to-earth. We value simple communication that anyone can understand and connect with. And we always try to open a dialog between our audience and the brand.

In doing so, we help our clients to not only tell their story but hear the stories of their audience as well. We believe in listening to an audience’s feedback and opinions — and allowing them to influence the choices we make. This helps audiences feel heard, included, and empowered, which paves the way for deeper and more meaningful connections

“Be real. Consumers are smart enough to see through BS — and it’s much more gratifying to create communication that feels authentic to that audience.” - Octavio Sobreiro, Senior Director, Brand Communications, Huemen Design Studio

Step 3: Create Long-Term Value and Long-Lasting Connections

Because we focus on creating such deep connections with our audience, we’re also able to maintain longer lasting relationships. And to ensure consumers keep coming back, we strive to create engaging experiences they’ll remember.

We believe that having positive memories and a long relationship with a brand adds to the overall value for the consumer. This is because they’re receiving so much more than a product; they’re receiving a unique experience, a human connection, and a service that goes above and beyond. And this is what ultimately builds strong brand loyalty.

“Creating memorable experiences doesn't have to be complicated. My greatest memories with brands are from simple experiences that inspired and engaged me.” - Octavio Sobreiro, Senior Director, Brand Communications, Huemen Design Studio

Step 4: Use Empathy, Always

Though it’s the fourth step in our list, empathy is by no means last when it comes to effectively engaging with consumers. In fact, Huemen takes an empathy-based approach to experience design from the very beginning of the process. This carries through to the brand communications stage, where we use empathy to evaluate how we speak with and respond to our audiences.

We put such an emphasis on empathy because it’s the only way we can truly understand how an audience feels before, during, and after interacting with one of the products or services we’re designing. This understanding becomes a gateway for new, impactful perspectives.

Most importantly, empathy allows us to listen, learn, and adapt. And it ensures that our communication with an audience is always powerful.

We cannot stress enough that knowing your audience is absolutely critical in developing effective brand communications — and that brand communications is vital to creating a successful brand or product. With these four steps, you can begin creating your strategy with empathy and understanding at the forefront, which will pave the way for enriching engagement with your consumers.

For Huemen, following these four steps has allowed us to continually create effective brand communication strategies for our clients and partners. As a result, our creative team crafts brand experiences that make a meaningful impact on audiences around the world, from refreshing a luxury audio brand for a new generation to developing immersive physical experiences to amplify the power of 5G.

If you’d like to create an engaging brand experience or need our help developing a brand communications strategy, contact us.