KOMUNIKASI BRAND | KORONIS PODCAST EP #08

Summary

In this episode of 'Mister Koronis,' the host engages in a discussion about brand communication with Ibu Sadriani Pertiwi, a communication expert and doctoral candidate. The conversation delves into the concept of brand communication, emphasizing its significance in both individual and organizational contexts. Ibu Sadriani explains the various stages of brand awareness and its emotional and functional values. The discussion highlights the importance of creative strategies and selecting the right media to effectively communicate a brand's message to the target audience. The episode concludes with insights on communicating values that benefit society.

Takeaways

• 😀 Communication is essential for life, from before birth in the womb to our interactions with others on Earth.
• 😀 The podcast 'Mister Koronis' focuses on discussing communication phenomena, whether at the individual, group, or societal level.
• 😀 The guest speaker, Ibu Sadriani Pertiwi, is a communication lecturer and a doctoral candidate at Universitas Hasanuddin, focusing on brand communication.
• 😀 Brand communication (komunikasi brand) involves conveying a brand’s message, attributes, and values to an audience.
• 😀 Brands are no longer just associated with companies but also individuals, and their communication focuses on emotional or functional values.
• 😀 The three main goals of brand communication are: awareness, acceptance, and action/participation.
• 😀 Awareness of a brand progresses through stages: unaware, recognition, recalling, and top-of-mind.
• 😀 Key components of brand communication include the audience, the message, the medium, and creativity.
• 😀 Selecting the right media for brand communication is critical; choosing the wrong medium can result in an ineffective message.
• 😀 Media should align with the target audience, such as using TV for reaching housewives or social media for younger generations like millennials.
• 😀 Effective brand communication can positively influence people's lives and should represent humanity and ethical values, particularly in the context of Islamic teachings.

Q & A

What is the main topic discussed in this video transcript?

The main topic discussed in the transcript is 'Brand Communication' or 'Komunikasi Brand', focusing on how brands communicate with their audience, build awareness, and foster emotional connections.

How is 'brand' defined in the context of this discussion?

In this context, 'brand' is defined as more than just a product or company logo; it also refers to the identity, values, and emotional connection a brand creates with its audience, which can even extend to individuals.

What are the key components of brand communication mentioned in the transcript?

The key components of brand communication discussed are: the audience (who receives the message), the message (content of the communication), the media (platforms used for communication), and creativity (how the message is delivered).

What are the three main goals of brand communication as outlined in the transcript?

The three main goals of brand communication are: 1) Awareness – ensuring the audience is aware of the brand, 2) Acceptance – fostering a positive reception towards the brand, and 3) Action and Participation – encouraging the audience to engage with and promote the brand.

How are the levels of brand awareness structured?

The levels of brand awareness progress as follows: 1) Unaware of brand – no recognition, 2) Brand recognition – familiar with the brand logo, 3) Brand recalling – remembering the brand after exposure, and 4) Top of Mind – the brand is the first choice or thought when related products are considered.

What role does emotional value play in brand communication?

Emotional value plays a crucial role in brand communication by helping brands connect with consumers on a deeper, personal level. This could involve invoking nostalgia or emotional memories to build a stronger bond with the audience.

How does 'functional value' differ from 'emotional value' in brand communication?

Functional value refers to the practical benefits and functions a brand offers, focusing on the usefulness of its product. In contrast, emotional value centers around creating feelings or memories that resonate with consumers on an emotional level, rather than just practical needs.

What does it mean for a brand to be at the 'Top of Mind' level of awareness?

When a brand reaches the 'Top of Mind' level, it means the brand is the first that comes to mind when consumers think about a specific product category, indicating strong brand recall and preference.

What is the significance of choosing the right media in brand communication?

Choosing the right media is critical because different platforms attract different audiences. For example, TV may be more effective for reaching older demographics, while social media platforms like YouTube, Facebook, and Instagram are better suited for targeting millennials. Understanding the audience helps ensure the brand message reaches the right people.

Why is creativity emphasized in brand communication?

Creativity is emphasized because in the age of social media and rapid information sharing, a brand must find unique and engaging ways to communicate its message. Creative communication helps the brand stand out from competitors and capture the audience’s attention more effectively.