The paths of communication are endless. On them, in one way or another, depend the fate and success of brands, regardless of their size and the ambition of their top management. We find ourselves in a fundamental era of transition, in which a real handover is taking place between the old approach to communication, based on traditional media and product-centricity, to the new more agile and smart ones, innervated by digitalisation and largely based on the use of the internet and social media to boost corporate performance. What has not changed over the years is the main purpose of communication strategies, which is fundamentally always the same: to take the company towards new stages of development, increasing its sales and improving its overall image, but also its reputation. These are crucial objectives that in this particular historical phase, with the advent of the internet and social networks, can be achieved in different and much more numerous ways than before, giving everyone – especially emerging brands – the possibility of being able to compete with their competitors even without a strong historical tradition behind them, even without a product on a par with the competition, but with a very high level of communication capacity that can zero in on all differences and favour a rapid rise of the brand.
From communication to sales
In some cases, good management of new forms of communication can produce immediate and tangible benefits, such as increased awareness among certain audiences, an increase in followers and subscribers, and the multiplication of interactions on social media and purchases made on e-commerce, which are almost always a direct consequence of the good work previously carried out on social media and other means of communication, online and offline. In a certain sense, therefore, the fundamental premise for an excellent e-commerce performance is represented by a skilful management of the company’s communication media, especially the online ones.
Beyond social media
The explosion of social media like Facebook, and the growing importance of their role in defining the corporate strategies of every brand, in every corner of the world, however, risks diverting the attention of companies from other equally effective forms of communication, which have almost nothing to do with the varied universe of the net. One of the negative effects of the bursting digitalisation to which we are exposed, in fact, is that companies have ended up neglecting online communication, paying much less attention to certain practical aspects of work that, until a few decades ago, constituted one of the main communication elements available to the brand. One of these is undoubtedly packaging: in the age of the internet and social media, packaging still has a crucial role to play, especially in the final stages of purchase, and absolutely cannot be ignored. A closely related theme to packaging is the creation of the company logo: one of the most difficult and interesting challenges of modernity, for companies, is to transform the company logo into a real communication tool, making it a crucial and decisive element in the purchase of their products. In these cases, what can make the difference is an aesthetically pleasing logo placed in a strategic location, perhaps in a highly visible position on the outside of the product, thus turning it into a real eye-catcher for the observer. If the logo is able to catch the eyes of the public, everything else will take second place, including the actual quality of the product. What will most strike the hearts of the public is not the material, the shape, or the quality of the product, but the beauty of the logo.
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Content for communication, nowadays, must be able to capture the attention and looks of possible consumers, using old and new methods to achieve their ultimate goal.
