One of the biggest challenges that companies face is how to land the brand strategy in the communication, so that we are relevant and pertinent. It takes us a lot of time and effort to find and define what we are, but when it comes to communicating it to the consumer it is not so easy; this implies not only the loss of time and money, but sometimes we punish the strategy for poor execution.

It is common in our environment to hear about emotional links with the brand, created through communication, however it is necessary to pay attention to how we are generating these links at the executive level, not all brands can create relationships with the consumer in the same way. There are very functional categories, which find it more difficult to build emotional benefits, which does not mean that it is not possible, however the structure of the message must be clear, without giving room for subjective re-interpretation of this, it must be transparent to the group.

For this reason, after conducting numerous analyses of campaigns and their communication messages, it is recommended that the following aspects be taken into account to reduce investment risk:

  • Connect the story with the product/brand: if the executive strategy consists of a story, make sure that this is not the center of the campaign. The product/brand will generally be the most relevant, so as much as possible it is necessary to keep the focus on elements that contribute to the brand building and not that lead to think about other categories.
  • Marking during execution: the presence of the brand focuses the consumer on the product, do not let it be isolated from the story, its exposure should be during the execution of most of the campaign.
  • Check your category: There are categories that speak and will speak from a functional point of view (lubricants, analgesics, anti-influenza, feminine protection), and no attempt has been made to create non-existent connections in the consumer, generating confusion when trying to interpret the message.
  • Keep your target group in mind: experiences and life stories affect the way messages are interpreted, be clear, do not try to get the consumer to interpret but to understand what you want to say. Don't go around waiting for everyone to draw their own conclusion, the message must be unique.

Empathy with the consumer: Knowing how my brand lives in the consumer will always allow us to have a better perspective of what is expected from a brand or a product.


Director Sr. Analysis Group.