Every time I say, that “I have absolutely found myself in communication”. What do I mean by this? Both my profession and one of my main hobbies are about communication. Yes, because additionally to brand communication, public speaking is a big part of my life. In both cases certainly I need to communicate, just a bit differently – or not?!
| PUBLIC SPEAKING | BRAND COMMUNICATION |
| 1. Goal Clarify it in advance | |
| Is it entertainment, persuasion, motivation, inspiration etc.? | Is it brand awareness building, lead generation, sales etc.? |
| 2. Key message(s) Define and consequently use it/them | |
| During the speech at least 3 times directly/indirectly share, emphasize, say out your message and also clarify it at the end. | On each channel and forum consequently use the same messages, so that they will be indirectly fixed into the mind and memory of consumers, customers or clients. |
| 3. Outlook Show your personality, reflect your communication messages with it, adjust it to your target group | |
| Wear clothes and accessories favourable for you and suit them to the speech and the occasion. | Build a brand identity reflecting your mission, vision, business activity and engaged to your target group. |
| 4. Channels and tools Choose the relevant ones to the target group, because it does matter, which ones are used for which purposes | |
| Live speeches, webinars, wedding toasts, professional conferences, corporate presentations with or without background slides, visual aids etc. | Facebook, Instagram LinkedIn, Snapchat, Twitter, newsletter, blog article with or without pics, videos, infographics, animations etc. |
| 5. Wording and tone of voice Bei aware of the certain occasion’s requirements | |
| Know, if easy-going, entertaining or formal, serious tone of voice required and choose the right approach in terms of nice wording, professional jargon etc. | Know, if easy-going, entertaining or formal, serious tone of voice required and choose the right approach in terms of nice wording, professional jargon etc. |
| 6. Storytelling Use the power of storytelling | |
| If you tell a story, you can convey your message more effectively and your audience can connect to you and your speech much more. | You can reach and engage your brand’s target group much more, if you wrap and deliver your messages in a story, be it a video ad or a written comms material. |
| 7. Timing Good timing is crucial | |
| When to hold a speech, concretely when to open your mouth and start it etc. | When to publish posts or run ads, in which month, on which week, day etc. |
| 8. Length and duration See when ‘less is more’ rule relevant and when it is not | |
| Hold 1-5-15-30-60-minute-long speeches, presentations, lectures etc. | Use 5-15-30-sec-long video ads, 140-280-character-long Twitter posts, 1000+ character-long blog articles etc. |
| 9. Pauses and breaks Know when you need to just stop and use the power of silence | |
| When you should stop, pause in order to make a bigger impact etc. | When you shouldn’t communicate, just stop running ads or publishing posts etc. |
| 10. Flexibility and adaption Check, realize and react on your environment’s feedbacks and needs | |
| During the speech continuously adjust yourself and your speech according to the audience’s reactions, change the structure, use humour elements, involve people with different technics etc. | Continuously monitor the economy trends, your market and competitors and swiftly react on all changes, modify your strategy and adjust your plans, fine-tune your messages etc. |
…. And so on, and so on …
I do believe, that if you understand these cornerstones and use them as your checkpoints, as your rules, be it any communication, you can ensure that it will work.
Getting back to the personal beginning: Anno at the very first beginning of my journey I did everything intuitively, by now I have learned how to consciously use all of them. I enjoy it very much. Indeed I have found myself in the world of communication. I love it, as it is beautiful, refined and complex, but if you understand and consciously use it to spread your Goals, it is a PoweR. 🙂
What about you? What another points can you add to this list?
