This article concludes our three-part series on market research and communications, looking at role of research in making brand communications more credible and authentic.

As many of us in the industry know, the landscape of communications is evolving rapidly. The advent of digital technology, proliferation of social media, ubiquity of internet-based information and rise and intermingling of blogging (professional and otherwise) with traditional journalism – all of these factors have precipitated a sea change in how we are to think about communications.

Most importantly, there has emerged an imperative for brands to communicate authentically and with credibility. The sheer volume of published content each day necessitates a strategy that will capture attention and add value. In short, it requires a major rethink on how to stand out from the noise.

It is in this context that research has converged with communications, and we’d suggest for good. Not only are research and communications teams collaborating more closely on projects, but research findings have also begun to drive the development of brand messaging and content.     

Responding to the call for credibility

Credibility has a number of historical meanings. On the one hand, it conveys trustworthiness and reliability. On the other, veracity and competency. In an era of increasing concerns about misinformation and the use of whitewashing techniques to shade poor decisions and uncomfortable truths, the pursuit of credibility has become a non-negotiable.

The coming together of research and communications is timely in this regard. As we discussed in the opening post of this series, good research is the bedrock for compelling thought leadership and establishing brand authority, while effective communications ensures the right audience is engaged with the right messaging on the right channel.

Together, they can boost the credibility of your brand by adding actionable value to your stakeholders. If ‘your brand is your promise’, as marketing and branding expert Dana DiTomaso once said, and 45% of a brand’s image is attributable to what it says and how it says it,[1] then your content and messaging better be credible.

Toward authentic communications

It is easy to say that authenticity matters, but it is harder to put it into practice. Businesses operate in VUCA – Volatile, Uncertain, Complex, Ambiguous – conditions and are constantly weighing the pros and cons of their decisions against incomplete information. This no doubt poses challenges for communicators, but paired with the benefits of good research, there are principles that can help guide the way:

1. Say only what you know. The temptation to say more than we know to be true is strong but can be disastrous when we are called on it. Research can help determine what is justified to say and root it in solid data – minimising the risk of exaggeration.

2. Say it with transparency. With 94% of consumers saying they are more likely to be loyal to a brand that communicates transparently,[2] it is important to be forthcoming with the information relevant to a particular context.

3. Have good reasons and explanations. If you link a promise to your brand, think through your reasons for doing so. This is a good exercise and will aid the authenticity of what you say. Conducting research supports this process by giving confidence to claims based on its findings.

These principles will only increase in importance in the future – particularly as they relate to the range of topics under the umbrella of ESG. Readers and followers of your brand need indicators that signal credibility and assure them of your authenticity. Brands that succeed in this will have a distinct advantage and achieve the attention (the good kind) they are seeking.

As we navigate the future of communications, we believe research will be a key ally in the process. Understanding how these disciplines relate is the first step; marrying them in the crafting of messaging and creation of content will carry you the rest of the way toward differentiating your brand in the months and years to come.

For more on the intersection of research and communications, read part one and part two of this series.

 If you’d like to discuss how we can help you develop a research-led communications strategy, you can reach us here.

[1] https://contentmarketinginstitute.com/2020/07/how-to-brand-style-guide/

[2] https://www.inc.com/kenny-kline/new-study-reveals-just-how-important-brand-transparency-really-is.html