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  • Writer's pictureResonance Brand Communications

From Obscure to Iconic: Mastering the Art of Brand Messaging


The transformative power of strategic communication in brand building for startups.

"Your brand is the single most important investment you can make in your business" - Steve Forbes.


Dear Founders, it's crucial to understand that your brand extends far beyond your logo or product packaging; it embodies the emotional connection you establish with your audience. It’s about crafting an identity that resonates on a visceral level, influencing the market's perception of your product and its overarching feeling towards your company.


From the inception of your venture, strategic communication moulds this connection, infusing life into your brand's essence with every message and interaction. It is the deliberate art of defining your brand's voice, values, and personality, setting you apart in a sea of competitors. This process ensures that every social media post, ad, and piece of content reflects the core of what you stand for, weaving a cohesive narrative that captivates and engages.


Customer Journey from Curiosity to Loyalty


  1. Curiosity: The first step in the customer's journey begins with curiosity. An intriguing brand story or a unique value proposition piques interest. Strategic communication aims to intrigue and invite the audience to learn more.

  2. Engagement: Once curiosity is sparked, engagement deepens the connection. This phase is about interaction through content, customer service, or social media. Engaging communication is responsive, interactive, and, most importantly, human.

  3. Joy: The joy phase is where customers experience the actual value of your product or service. Your brand's communication should celebrate this joy, sharing success stories and customer testimonials that highlight the positive impact of your offering.

  4. Trust: Trust is the cornerstone of any lasting relationship. Consistency in messaging, transparency in operations, and authenticity in interactions play pivotal roles here. Strategic communication enhances trust by ensuring your brand lives up to its promises.

  5. Loyalty: The final stage in the journey is where customers become advocates for your brand. Loyal customers not only repeat purchases but also become brand ambassadors. Strategic communication nurtures loyalty through recognition, rewards, and continued engagement, ensuring customers feel valued and connected to your brand.

"Your brand is a story unfolding across all customer touch points." - Jonah Sachs.

This process is about ensuring that every piece of brand messaging echoes the core of what you stand for, creating a cohesive narrative that captivates and engages.


Implementing Strategic Communication in Your Startup


  • Define Your Brand Voice: Your brand voice is how you communicate your brand personality. It should be distinctive, consistent, and reflective of your values. Whether professional, playful, or provocative, ensure it resonates with your target audience.

  • Craft Compelling Content: Content is the vehicle for your brand's voice. Create content that educates, entertains, and engages your audience, from blog posts and social media to videos and podcasts. Tailor your content to the platforms where your audience spends their time.

  • Leverage Visuals: A picture is worth a thousand words. Use visuals strategically and powerfully to convey complex ideas. Ensure your visual identity is consistent across all channels, from your website to your social media profiles.

  • Listen and Adapt: Strategic communication is a two-way street. Listen to your audience's feedback and be prepared to adapt your strategies accordingly. Social listening tools can provide invaluable insights into customer perceptions, preferences, and pain points.


The foundation of a strong brand is not laid with visuals alone but with the thoughtful communication that underpins every interaction. It’s time to harness the power of your brand’s voice to carve out a niche in the marketplace and connect with your audience on a level that transcends the conventional.


Start building a brand that reflects your vision and resonates with your audience today.


Take your brand to the next level. Now.


Resonance Brand Communications, a Creative marketing agency based in Guwahati, can help you build your brand and scale up your business through effective communication.



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