Choose the right language for the space

Simplicity is vital if customers are to get the best experience from a brand (MWlinks.co.uk/SimpleBrands). Some of the most successful brands today have simple marketing messages that are consistent and easy to understand. To relay these key messages to customers, brands are now experimenting with communication channels such as in-store radio and visual displays.

However, to create an enjoyable customer experience and a return on investment, they need to consider the right communication in the right environment.

If you want to put across information to staff or consumers then you must consider what might be the most effective way to use language in that space. In a busy retail environment, for example, communication needs to be clear, with the correct tone and voice, rather than being too loud and overbearing.

The key to successful consumer communication is to provide clear, concise and useful information, rather than trying to wave a product in someone’s face when they would rather just be left alone to browse.

This is doubly important in a public area, where our sense of personal space is strong and we are resistant to ‘invasion’. Cluttering a customer’s mind with mixed messages is likely to affect his or her affinity with a brand.

To promote simplicity in their messaging, brands need to consider the environment and the demographics of their customers as well as their likely aims and moods in-store. Considering these factors will improve the customer’s experience in-store and ultimately the brand’s reputation.

Bruno Brookes
Chief executive officer
Immedia Group