What is the best medium for marketing your brand?

We are now able to tell stories in a variety of formats such as videos, podcasts or blogs. We can do this on one site (your website for example) or multiple social media sites. The internet allows us to use and integrate multiple forms of media. But which medium is best for marketing your brand?

In a previous blog we established why story telling is the most effective way to communicate. But what is the best medium to use in communication? 

Research has shown that 40 per cent of individuals are predominantly visual learners so videos, graphics or photographs have impact.

Forty percent of us are better auditory learners – we learn through listening to lectures, discussions or podcasts. 

Twenty per cent of us are more kinaesthetic. We learn by doing, experiencing and through tactile, hands on experiences. 

So if you want people to learn about you and your brand, you need to consider that people are all different. They learn best through different forms of communication. 

So a video may resonate best with 40 % of your audience whilst a podcast is better for another 40% and finding ways of getting your audience to interact with your product will work best for kinaesthetic learners.
Sometimes we learn different skills using a variety of learning behaviours.

Personally I absorb information best when presented with visuals. 
But if I have to learn how to use a new app or programme on my computer, do not give me a manual or tell me how to do it. It is only when I personally manipulate the keyboard myself that I learn a new skill. In this situation I learn best by being hands on.
The best communication combines a bit of every type of learning. Let's take the example of a course I run on presentation skills. You can hear an expert talking about the subject and read material on the subject. Video extracts of presentations can be used to illustrate a variety of pointers. Then finally the learners actually have to do it themselves. Many will tell you this is when they learn the most.

I believe if you can find multiple ways to tell your brand story you will increasing the chances of embedding your story in your audience's memory. Your target audience is not homogeneous. Everyone of them will absorb and retain information better if it is presented to them in the best way they individually learn. So using multi forms of media to tell your story is the smart thing to do if you want as many people in your target audience to learn and remember information about you.