How do you select brand channels?

It's also key to audit the demographic makeup of your existing channels, which can help paint the picture of who is actually engaging with your brand. I've actually used interactive, casual methods to understand my audience, such as native social media polls or interactive question stickers. In some cases, this data revealed that while a particular brand channel exhibited a high level of engagement, it was attracting the wrong audiences. In conclusion--it's equally as important to evaluate your existing channels as it is to explore new channels.

I guess one should always be deploying all the available media/mediums to reach out to the TG because in the present world isn't your TG consuming content across mediums. But as Brand what is key is tweak the Content basis the Medium's underlying characteristics so as to make it interesting for the Consumer E.g. Post on @LinkedIn has to be different from @Instagram but it is still talking to the same customer.

Here's the reality check: understanding your audience isn't just a "nice to have"; it's a make-or-break moment. Surveys, interviews, personas - these aren't just buzzwords; they're your tools to crack the audience code. You've got to know their needs, their quirks, and how they gobble up information. But here's the kicker: it's not just about data collection; it's about empathy. In the battleground of brand channels, ignorance is your enemy. Understand your audience, or prepare to be lost in the noise. It's not just a step; it's your North Star to success. In the world of branding, audience understanding is your secret weapon. Use it wisely, and watch your brand soar.

Selecting brand channels involves careful consideration of your target audience and their demographics. Demographics such as age and gender play a significant role in this decision. To make informed choices, analyze your audience's age group and gender distribution. For instance, if your target audience comprises mainly young adults, platforms like Instagram or TikTok might be more effective. Conversely, if your audience is diverse in age and gender, a multi-channel approach might be best, combining platforms like Facebook, LinkedIn, and Twitter. Ultimately, align your brand channels with your audience's demographics to maximize engagement and resonance.

Choosing the right brand channels is like finding the right language to speak to your audience. It's about connection. Before you decide on channels, you need to truly know your audience. 1. Survey and Understand: Learn about their needs, preferences, and behaviors. 2. Tools at Your Disposal: Use surveys, interviews, personas, customer journeys, and analytics. 3. Build Personas: Create profiles that represent your audience segments. 4. Map Customer Journeys: Understand their path from discovery to purchase. 5. Analytics Insights: Use data to refine your understanding. Knowing your audience is like having the perfect conversation starter. It's what builds trust. Understand your audience, and find the channels that resonate with them!

While your brand should set principles or behaviours for communication - including helping to define the universe of possible media channels, objectives for specific activity should define which channels you do invest in. A channel can very often be on brand but off objective - giving no commercial or behavioural outcome for your media spend.

Objectives aren't just checkboxes; they're the compass in the wilderness of brand channels. Specificity isn't a mere suggestion; it's the North Star that guides your strategy. Measurability isn't optional; it's the litmus test of success. Achievability isn't a dream; it's the foundation of reality. Relevance isn't a luxury; it's the glue that binds your actions to your goals. Time-bound isn't arbitrary; it's the urgency that fuels progress. But, here's the controversy: Objectives aren't set in stone; they evolve. They're not just metrics; they're the heartbeat of your brand's journey. Define them, yes, but also be ready to adapt and transcend them in the ever-changing landscape of brand communication.

Here are a few practical steps in selecting brand channels: Define your objectives. What are you trying to achieve with your brand communication? Understand your audience. Who are you trying to reach? Consider your budget. How much money do you have to spend? Choose the right channels. There are many different channels available. Track your results. See what's working and what's not. Here are some additional tips: Use a variety of channels. Be consistent. Be creative.

You need to know where you want to go. Choosing the right brand channels for your business is not a one-time decision but an ongoing process. Define your marketing goals: Update, Adapt, and Evolve. Don't go for the Churn and Burn Marketing. Invest your time, money, and efforts to create a timeless brand. Then, your goals will help you determine which channels are best suited for your desired outcomes.

Choosing brand channels isn't a menu; it's strategy. Each channel has pros and cons based on your goals, budget, and audience. Think of it like building a toolbox for your brand. Websites, social media, email—they're tools, not guarantees. The PESO model can help categorize options. But remember, it's not just about money; it's about impact. Strategy isn't fixed; it adapts. Channels aren't just choices; they're part of your battle plan. So, choose wisely, and your brand will thrive in the ever-changing world of communication.

Picking the right brand channels is like choosing the right tools for a job. It's about getting the best results. Once you know your audience, it's time to weigh your options. Let's break it down. 1. Explore Your Choices: Websites, blogs, social media, email, podcasts, videos, webinars, events, print, and more. 2. Pros and Cons: Each channel has its own strengths and weaknesses. 3. Budget Consideration: Match channels to your resources and objectives. 4. PESO Model: Use this framework for a structured evaluation. Evaluating brand channels is like finding the right tool in a toolbox. It's about efficiency. So, make your choice based on what fits best with your brand strategy and resources!

An important consideration that is often overlooked when choosing a brand channel is the following: Do you own your content? Do you have access to your content? If the social media algorithms change or if Facebook gets rid of "groups" tomorrow ... will you have all of your content/metrics/data to regroup and reach our audience? Social media is great -- but choose a channel where you can speak directly to your audience such as website, cell number, and eNewsletter. Always get contact info!

In selecting channels, one important step is to also confront the creative message and ways to reach your audience other than the classical ones. If the message can be better conveyed through experience, the channel to be used is very different vs traditional media. For example, in an open and live museum of jobs, branded experiences, targeting children with the actual experience, can be a consistent way to display brand message for parents.

Don't get comfortable; complacency kills brands. Your channel choices are never set in stone. Monitor relentlessly, dissect data, and evolve. Don't be afraid to experiment; safe plays won't win the game. Channels aren't sacred; they're tools, and they should serve you, not the other way around. The controversial truth? Testing and optimizing isn't a step; it's a continuous climb. Cling to what works, but never stop searching for what works better. In the ruthless arena of brand communication, stagnation is your deadliest foe.

Choosing brand channels is like fine-tuning a musical instrument - it gets better with practice. Once you've made your choices, it's crucial to fine-tune them for optimal performance. 1. Constant Evaluation: Monitor results regularly. 2. Listen to Feedback: Adjust based on data and audience response. 3. Stay Open to Changes: Don't be afraid to experiment. 4. Find the Sweet Spot: Identify what resonates best with your brand and audience. Testing and optimizing your brand channels is like perfecting a melody. It's about finding the right tune that resonates best with your audience.

Consistency is vital across all your brand channels. It's not just about using different platforms it's about making them work together smoothly. Make sure your brand's core, value, and voice always match up. Whether it's your website, social media, or printed materials, keeping things consistent is crucial. By sticking to this rule, you'll boost your brand's image and build a strong reputation. Stick to your brand, and you'll succeed!

Consistency isn't just a choice; it's the essence of branding. Using channels haphazardly is a recipe for brand chaos. Integration isn't a buzzword; it's a survival strategy. Your identity isn't negotiable; it's your brand's DNA. Your voice isn't arbitrary; it's your brand's personality. But, here's the controversy: Consistency isn't rigidity. It's about staying true to your brand's core while adapting to the nuances of each channel. The real power of consistency isn't in sameness; it's in creating a seamless, memorable brand experience that transcends individual channels and lingers in the minds of your audience.

Selecting brand channels is like tending to a garden - it needs regular care. Once you've chosen your channels, it's essential to keep them in check for continued success. 1. Regular Assessment: Keep an eye on channel performance. 2. Stay Current: Adapt to changes in the market and audience. 3. Explore New Avenues: Embrace emerging channels for potential benefits. 4. Remain Adaptable: Be open to shifts in your brand communication strategy. Reviewing and updating your brand channels is like tending to a garden. It ensures your brand stays vibrant and relevant.

In the ever-evolving jungle of brand communication, clinging to old channels is like a dinosaur surviving on a shrinking island. Review and update are your survival skills! Don't be the brand that clings to the past like a fossil. Regularly evaluate your channels' performance – are they still roaring or becoming museum relics? Embrace new channels as potential allies in your brand's evolution. Remember, in this brand ecosystem, only the adaptable thrive. Don't fear change; it's your ticket to staying relevant and competitive!

How you show up in media can demonstrate and reinforce what your brand stands for. But channel selection should be a balance between where the brand could show up, who those channels reach and what objectives are specifically being focused on. Brand, Audience and Objectives exist as the three forces that drive effective brand channel selection.

I found this book helpful on this topic: Brand Channel Management: A Practical Guide to Building and Managing Branded Channels by Mark Ritson and Matthew Fill

While the tried and true method of selecting brand channels is based on where your customers are, you should also consider testing channels that target influential audiences. For example, if your looking to reach students consider targeting parents that influence their decision-making.

Here are the top 3 platforms I would consider most valuable and what you should consider before using each one: 1. Facebook: Reach a wide audience base and engage with potential customers through content, ads, and community building. 2. Instagram: Showcase visually appealing snack images, behind-the-scenes content, user-generated content, and influencer collaborations. 3. LinkedIn: Target working professionals and build brand credibility through informative content, industry insights, and partnerships.

Remember, you don't have to be everywhere. Quality vs quantity. Pick a few platforms that resonate with your target audience/personas and produce quality and consistent content to those. Remember "QCR" - Quality, consistency and relevance.