The value of a company’s brand may rise or fall with its brand communication. Even strong brands must communicate their values and core benefits to the customers in order to sell. Successful brand communication involves satisfied employees and enthusiastic customers. Companies used to communicate their brands using PR and advertising. Nowadays, customers and company employees define the reputation and reality of a brand. They discuss their experience with the company and its products around the clock using social media. Trust plays a crucial role here, and is only built up when the customers receive a consistent and credible brand experience. Employees help a company earn its customers’ trust if they credibly communicate the brand’s values and positioning (BrandTrust, 2018).
Social media provides an array of constantly changing brand communication tools in the corporate world, which play a crucial role in how customers research and share information, and learn about their brands. Similarly, companies use social media networks for the advertising and sponsorship of their products and services brands in order to develop trust and create sustaining relationships with their customers (Khadim, Hanan, Arshad, Saleem, & Khadim, 2018).
Social media comprises well-built platforms that have a significant and substantial impact on brand loyalty. Customers use social media as a tool to communicate and respond quickly to each other at any time (that information moves much faster on social media compared to traditional media). In addition, social media allows a company to send its brand messages to multiple audiences and collect their recommendations. This feature is crucial, as markets and customer preferences, needs, and wants change quickly, especially in this era of globalization. Social media allows a company to judge how its customers think about its brand and what they want from it. It also enables the company to make improvements to its brand and think forward to anticipate changes in customer needs and preferences (Khadim et al., 2018).