Action-Based Communication as the basic concept for branding and communication means that your brand needs to rethink what you stand for and how you want to be perceived by your target customers. In a world of social interaction and genuine transparency, communication can no longer be about pushing sales arguments about your brand’s USP or key benefits – you need to evolve from trying to tell people who you are or want to be, into being that way, (brand strategy) doing things that show them who you are (brand communication), and socializing with people and brands to mutual benefit (brand networks). Communication should be the extension to a wider audience of the value you create for your key customers.
Delivering outstanding value in products or services has always been what separates successful companies from others. It now needs to be at the core of communication as well. If your communication can strengthen and extend the value provided to your customers, it will create stronger customer relationships over time, which will be a key competitive advantage for your brand.