Innovation and Communications: Striking a Balance

This week, you’ll find us at the Fast Company Innovation Festival, soaking up the talks from innovators at Google, Convene, Logitech and more. The crowd here has an innovate-or-die mentality and it’s got us wondering, does everything need to change? Aren’t there some things that are just so solid they shouldn’t change? And just what is effective innovation in communication?

The principles behind smart and effective communications are constant:

1. Clarity 

Effective communication starts with clear messaging. The simpler and more direct a brand’s message, the easier it is for the audience to understand. 

2. Consistency

Consistency across all communication channels is critical to building brand trust and recognition. 

3. Authenticity

Today’s consumers are looking for real interactions with real people. Brands that have meaningful conversations with their customers can build long term loyalty

4.  Engagement 

When it comes to social media, communication must be two-way. Giving customers a voice creates more impact.

That said, communicators must innovate to stay relevant. The core principles of smart communication stay the same – it’s the delivery that evolves.

Take immersive technologies like virtual reality. At the conference, attendees can “tour” Alabama, an up-and-coming hub of tech, innovation, and entrepreneurship. What’s better way to sell the benefits of Birmingham – speak it or show it? 

And then there are the innovative brand partnerships. Also at the conference, is a session with Yoon Ahn discussing her brand collaboration with Nike and  Naomi. Licensing deals and product collaborations are also a great way of communicating with your current and prospective customers letting them know you see them, you understand them and you’re responding to them by giving them what they want.

Innovation without strategy means you’ll likely miss the mark. Likewise, strategy without innovation can make communications risks losing your current and future consumer. By combining the two, brands create more relevant and therefore effective communication programs that not only engage audiences but also drive results.