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How communication strategy affects your brand reputation

You already know that companies have both internal and external communication in place that allows them to effectively run their business. To make these types of communications easier, many organizations implement different types of communication strategies. And did you know that communication strategy can affect brand reputation? Yes, it’s true. But before going any deeper and telling you how this is possible, we need to see what is communication strategy.

What is a communication strategy?

Simply put, a communication strategy is a plan designed to help any company communicate effectively and meet core organizational objectives. The strategy usually helps you define both internal and external communications, select a target market, and articulate the brand messages to the customers and team members. 

The importance of communication strategy 

For a company, it’s really important to work on developing a good communication strategy. Having a solid strategy can help you approach the customers in the desired way. Without it, you risk achieving desired goals and objectives, just as you risk properly connecting with customers.

It is crucial for the company’s image and brand message. Having a strong and consistent way of communicating with the audience/customers as well as your external contacts, is important for the company’s image. This way you present yourself as a strong and professional organization. 

On the other hand, if the external communication is sporadic and inconsistent and from many different sources, you present your company as disorganized and unreliable. Without specific communication, you also risk having conflicting information released which is very bad for your company’s brand reputation.

With a good communication in place, you can create an effective brand message across all your media platforms.

Types of communication strategy

There are three types of communication strategies that can help you connect with your audience and relay your brand message. Those strategies include visual, verbal, and non-verbal.

Visual strategy refers to visual communication such as website infographics, animated GIFs, screenshots, videos, pie charts, and slide deck presentations.

A verbal communication strategy is either oral or written communication. Oral communication includes phone calls, and face-to-face meetings while written communications are e-mails, messages, chats, and so on.

And finally, non-verbal communication includes facial expressions, voice tone, and body language to optimize the conversation around the brand’s product or service.

How communication strategy affects brand reputation?

  1. Creates an excellent impact 

Strong brand communication is closely related to customers’ connection to your brand. Good communication strategy can create a strong marketing campaign which in turn can have an excellent impact on customers. So, your brand’s reputation depends a lot on the communication strategy.

  1. Helps you maintain consistency

We already mentioned the importance of consistency for external communication. Being consistent across the organization makes you reliable in the eyes of clients. However, consistency is also highly important for internal communication as well. 

Consistency in internal communication is a great thing for your employees. Consistent internal communication means less miscommunication and more understanding and transparency, which is something that makes employees happy and content with their job. And happy and productive employees are great for a company’s image and brand reputation. Check out the Blink homepage to see how you can improve internal communication within your company.

  1. Improves loyalty

Having a good communication strategy in place can also build loyalty. Customers who have a positive experience with a brand are more likely to return to this brand, advertise and promote it and in that way be brand advocates.

This one customer can bring your brand more customers via word of mouth. And that’s how you build brand loyalty. But to come to that point, you need to create a good communication strategy.

  1. Makes you an authority 

Regardless of how good your services or products are if you don’t properly communicate your values, you won’t be an authority on the subject. Brand communication and consistency are the keys to positioning yourself as an authority. 

You also need to engage your community by answering questions, responding to comments, celebrating the wins of individuals within your community, and so on. You should also build a relationship with experts and influencers within and out of your niche. 

Collaborating with others is a great way to increase authority and community size. Once again, for all of this, you need to have a good communication strategy.

  1. Differentiates your brand from the competition

A great way to improve your brand reputation is by being different from your competition. And finding different ways to connect with your customers is a sure way to differentiate from the competition.

Ultimately, it’s loyalty and brand following that make a brand different. Of course, you can connect with customers only if you have a good communication strategy across your company.

  1. Builds a positive market

Communication with customers is the key to creating a positive market for your brand. By slowly increasing brand communications in the market, you’re making a place for your product or service. You can see how important communication is for building a positive market for your brand.


To sum things up, communication strategy and brand reputation are closely related. Without the proper communication strategy in place, you can’t properly convey the brand message to the public. Without a strong and consistent brand message, your brand reputation will suffer greatly.

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