Non-verbal communication: The biggest brand-building asset in modern marketing

Abstract

There are new critical success factors in the modern world of marketing, which is defined by multiple touch points with customers and a variety of protocols in many channels. This is altering the role of the CMO and requiring a shift of marketing’s focus away from messaging and towards non-verbal communication. The CMO’s role is to first define the clearest of brand strategies, and then lead the whole organisation to deliver the brand. The second critical success factor is to build the brand by means of congruent non-verbal equities, as opposed to a focus on verbally based messaging about the brand's unique selling proposition. Brands need to identify, define and leverage the following non-verbal equities: (1) Resonant visual assets while eliminating the clutter of any minor irrelevant ones; (2) Tone of voice; (3) The attitude and emotion that best serve the brand; (4) Brand behaviour, namely what the brand will talk about and what it will and will not do; (5) The sounds and soundtrack of the brand; (6) If relevant, what smell the brand will own. In each case, working out exactly how to execute these aspects is more than half the battle. And, of course, they must be congruent with each other and the brand strategy.