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You're tasked with creating a communications plan for your new brand. How can you make it a success?

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A communications plan is a roadmap for how you will reach and engage your target audience, deliver your brand message, and achieve your goals. It is an essential tool for any new brand that wants to stand out, connect, and grow in a competitive market. In this article, you will learn how to create a successful communications plan for your new brand in six steps.

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1 Define your objectives

The first step is to clarify what you want to achieve with your communications plan. Your objectives should be SMART: specific, measurable, achievable, relevant, and time-bound. For example, you might want to increase your brand awareness, generate leads, or boost sales within a certain period. Your objectives will guide your strategy, tactics, and evaluation.

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Annelien Maurissen

Sociale media-expert | LinkedIn gecertificeerd | Ik help B2B-merken en professionals hun online zichtbaarheid en betrokkenheid te maximaliseren door strategische, data-driven marketing
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One common issue with setting objectives is that they are often too vague, making it difficult to determine if your plan is successful. It's important to ask yourself: how do we define success for our business? For instance, you might aim to gain 250 followers on LinkedIn through a single-image ad campaign by the end of Q2. This is more concrete than saying: we want to grow our followers. By setting specific goals like this, you can easily measure your progress throughout the defined period.

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2 Identify your audience

The next step is to understand who you are communicating with and what they need, want, and expect from your brand. You can segment your audience into different groups based on their demographics, psychographics, behaviors, and preferences. Then, you can create buyer personas that represent your ideal customers and their pain points, motivations, and goals. This will help you tailor your message and channels to each audience segment.

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3 Craft your message

The third step is to develop your core brand message and value proposition. Your message should communicate who you are, what you do, how you are different, and why you matter to your audience. It should also align with your brand identity, voice, and tone. You can use storytelling techniques to make your message more compelling and memorable. You can also create key messages for each audience segment and objective.

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Annelien Maurissen

Sociale media-expert | LinkedIn gecertificeerd | Ik help B2B-merken en professionals hun online zichtbaarheid en betrokkenheid te maximaliseren door strategische, data-driven marketing
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Aligning your message with your brand is important, but it's not the only consideration. You also need to make sure your message is appropriate for your audience. For example, if you use technical terms or jargon, your audience might not understand. Additionally, you may need to tailor your message differently depending on who you're speaking to.

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4 Choose your channels

The fourth step is to select the best channels to deliver your message to your audience. You can use a mix of owned, earned, and paid media to reach and engage your audience. Owned media are the channels that you control, such as your website, blog, social media, email, and newsletter. Earned media are the channels that you earn through word-of-mouth, reviews, mentions, and referrals. Paid media are the channels that you pay for, such as advertising, sponsored posts, and influencer marketing.

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Annelien Maurissen

Sociale media-expert | LinkedIn gecertificeerd | Ik help B2B-merken en professionals hun online zichtbaarheid en betrokkenheid te maximaliseren door strategische, data-driven marketing
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In order to effectively communicate with your target audience, it is crucial to understand their preferred communication channels. By doing so, you can ensure that your message is easily accessible and visible to them. This means that you will have a higher chance of reaching and engaging with them. To select the right communication channels, it is important to place your (potential) customer at the center of your media mix. This means that you need to take into account their preferences and habits when it comes to media consumption. By prioritizing the needs and preferences of your target audience, you can create a more effective communication strategy that will resonate with them and help you achieve your goals.

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5 Plan your activities

The fifth step is to plan and schedule your communications activities for each channel and objective. You can use a communications calendar to map out your content, frequency, timing, and budget. You can also assign roles and responsibilities to your team members and partners. Your plan should be flexible and adaptable to changing circumstances and opportunities.

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6 Measure your results

The final step is to monitor and evaluate your communications performance and impact. You can use various metrics and tools to track and analyze your reach, engagement, conversions, and ROI. You can also collect feedback from your audience and stakeholders. Your results will help you identify your strengths, weaknesses, opportunities, and threats, and adjust your plan accordingly.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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You're tasked with creating a communications plan for your new brand. How can you make it a success?

1

2

3

4

5

6

7

1 Define your objectives

2 Identify your audience

3 Craft your message

4 Choose your channels

5 Plan your activities

6 Measure your results

7 Here’s what else to consider

Strategic Communications

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You're tasked with creating a communications plan for your new brand. How can you make it a success?

1

2

3

4

5

6

7

1 Define your objectives

2 Identify your audience

3 Craft your message

4 Choose your channels

5 Plan your activities

6 Measure your results

7 Here’s what else to consider

Strategic Communications

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