Guide to create a Communication Strategy that makes an impact

Patricia Bencomo
Mar 13
3 min read

Communication has changed. It's no longer just about getting messages on the air, but about generating real connections, creating emotions and building communities. If you are tired of the same old strategies, this guide is for you. We go beyond the conventional to design communication that not only informs, but transforms.

1. Find your own unique narrative

The world doesn't need another brand saying the same thing. Find your story, something authentic that makes people stop and listen. Think about:

Your origin: How was your brand born? What was the problem you wanted to solve?
Your values: What causes do you defend? What is your real mission?
Your voice: Are you inspiring, approachable...? Define a tone that makes you unmistakable.

Make every piece of communication reinforce that narrative. If your story resonates, people will stick around to hear more.

2. Create a movement, not just a brand

The most successful brands don't just sell products or services; they inspire people to be part of something bigger. Ask yourself:

How does your brand improve people's lives?
What is the change you want to see in your industry or society?
How can you make your audience feel part of that change?

The most powerful communication strategies are those that convert customers into loyal followers and brand ambassadors.

3. Humanize your message

People connect with people, not logos. For your communication to be effective, it must feel genuine and human. Here are some ways to achieve this:

Speak like a real person, not a corporation. Avoid cold, overly formal language.
Tell stories, not just data. A powerful anecdote has more impact than a list of benefits.
Show mistakes and learnings. Transparency builds trust and makes people identify with you.

4. Break the rules of traditional content

If you keep doing the same as everyone else, you will be invisible. Experiment with different formats and approaches:

Get your audience involved. Polls, challenges, open-ended questions... involve them in the conversation.
Take advantage of trends, but with your own touch. Use what's on trend, but give it an original twist.
Go for visual creativity. A good design, gifs, memes or illustrations can make your message stand out.

5. Find the perfect channel for your audience

Not everyone is on Instagram or TikTok. Research where your audience is and create a strategy tailored to that channel. Some innovative ideas:

Voice notes in WhatsApp or Telegram. Customize direct messages for your community.
Mini series on social networks. Create a story with episodes that engage your audience.
Niche platforms. If your audience is not in massive networks, look for forums or specialized communities.

6. Generate conversations, not just content

Marketing is no longer a monologue, but a dialogue. It is not enough to publish, you need to listen and respond. Strategies to achieve this:

Create debates and provoke reactions. Don't be afraid to challenge established ideas.
Always respond. A comment without a response is a lost conversation.
Foster community. Turn your followers into a supportive tribe.

7. Measure what really matters

Forget vanity metrics. Focus on what really impacts your business and your community:

Are people sharing and commenting on your content? This indicates that you generate value.
Do your customers keep coming back? Loyalty is proof that your message resonates.
Do you generate conversations instead of just interactions? If your audience responds enthusiastically, you're on the right track.