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Branding is part of a marketing communications strategy. Your marketing communications strategy determines which marketing communications channels will be used to carry your brand voice.

  • How do you create the tone to match the marketing communication channel?

  • How do you determine which marketing communications channels to focus upon?

  • How do you manage to have your brand voice heard, then echoed by customers, social media and traditional media?

The tone of your brand messaging begins with word choice. It’s an art, craft and a science. Choose your writing team carefully. That team will listen to what you think you need to say…then translate that into what your audiences want to hear.

Your audience may not care about how your product works. But they do care about how your product helps them.

Your technical magic might be important to you. But how that technical magic translates into something that builds a brand relationship is more important to the customer. The buyer doesn’t focus on the brilliant technology involved in an iPod®. The buyer revels in the joy delivered by the iPod®.


Marketing communications channels are expanding, and the messaging techniques you employ will vary by audience and channel chosen.

Your direct mail pieces will be very different than your email, social media messaging, or blog posts. Your web site will likely be different than the messaging targeted at the readers of newspaper advertising. Your collateral materials will look and sound different than your press releases.

But your brand voice must be clear, recognizable and compelling whatever the marketing communications channel.

Connect with Sanders Brand Solutions.

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