THE ROLE OF BRAND COMMUNICATIONS IN EVERY BUSINESS

Image and brand awareness are meaningless if they fail to achieve greater turnover.

All communications should sell. And, of course, all communications should build the brand (as should all marketing activity).

In fact, these two roles are complementary.

Communications sell by building the brand (raising awareness and influencing perceptions) as well as through prompting the potential customer to take action.

This guides explains what you should know.