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  • Writer's pictureDženeta Schitton

Unlocking innovation - integrating Communication and Business development


In the fast-paced world of modern business, innovation isn't just a buzzword—it's a lifeline. For communication agencies working with innovative companies, understanding the nuances of innovation and the interplay between different business fields is not just beneficial, but essential.


These deep knowledge agencies are able to offer companies seeking to introduce innovations the opportunity to better seize business development goals through strategic branding, marketing communication, personal networking, and business positioning in a broader sense.


In this blog post you can read more about how integrated approach can help innovative companies define and pursue their business goals by building stronger brands, creating engaging content, and establishing valuable industry connections.



Dženeta Schitton AI
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*this is AI generated image


The Importance of Understanding Innovation


At its core, innovation involves introducing new ideas, products, or methods that drive progress and create value. For communication agencies, this means staying on top of the latest trends, technologies, and market shifts. By doing so, they can anticipate the needs of their innovative clients and craft messages that resonate with their target audiences.


For example, a communication agency working with a tech startup developing AI-driven solutions needs to understand not just the technology itself, but also its potential applications across various industries. Therefore, it must have a broad knowledge spectrum across several fields, including the latest industry trends and developments.


Rise of T-shaped Professionals


In the last article, we touched on the topic of "T-professionals" - experts who possess deep expertise in a specific area (the vertical stroke of the T) while also having a broad understanding of other disciplines (the horizontal stroke of the T). This unique skill set is particularly valuable in navigating the complexities of innovative companies.


The deep expertise that T-shaped professionals bring allows them to excel in their specialized field, whether it be branding, content creation, digital marketing, or public relations, while also having a solid knowledge base in other fields such as technology trends, market shifts, or business development. This depth of knowledge ensures they can execute their tasks with precision and high quality.


For example, a T-shaped professional with a background in tech development can craft data-driven campaigns that effectively target specific audiences. Not only are they aware of the latest tech developments and market trends, but they also have a thorough understanding of the target group, their way of thinking, consuming information, and communicating.


The same goes for digital marketers with a strong business background. Someone who understands the challenges companies face when securing funding or expanding into new markets will be able to "jump in their shoes" and think several steps ahead on their own. This kind of service is invaluable for any company trying to stay ahead of the competition. Outsourcing part of the business and communication task to an agency that can address its real needs, anchored in the present time and constantly changing market circumstances is the service which will be more and more needed in the innovation dominated market.





Branding: Creating a Strong Identity


Effective branding is about more than just a logo or a catchy tagline—it's about creating a cohesive identity that communicates the essence of a company.


For innovative companies, their brand often embodies their pioneering spirit and forward-thinking approach. A communication agency that understands this can help shape a brand that stands out in the crowded marketplace. Working with such innovative companies involves crafting narratives that highlight these broader goals and values. This entails not only traditional branding elements but also creating stories that captivate and inspire the audience.


However, creating a strong brand identity requires an integrative approach that aligns the vision of the company's leadership with its communication strategies on a much deeper and broader level. And almost on a daily basis. This involves serious rethinking, not just of the content for the communication, but also the timing and channels used. For maximum impact, these elements must be perfectly synchronized with all of the business plans. By ensuring this alignment, the brand delivers a consistent and unified experience to its overall audience (target group, potential partners,investors etc) , reinforcing its identity and values.


Marketing Communication: Engaging and Educating


Marketing communication is where the rubber meets the road.


It's about delivering the right message to the right audience at the right time. For innovative companies, this often involves educating the market about new technologies and their benefits. Communication agencies play a critical role in this educational process.


Consider the case of a biotech company introducing a groundbreaking medical device. The communication agency needs to develop content that explains the device's functionality, its advantages over existing solutions, and its potential impact on healthcare. This might include producing informative videos, detailed whitepapers, and engaging social media campaigns that demystify complex concepts and build trust with the audience.


On the other hand, if the agency working on communicating this innovation has a flexible team with the right spectrum of T-shaped professionals, the communication part will not need an "interface" to connect with the business field; it will be an integral part of it. Imagine working with an agency where the communication manager assigned to your company also has a business background, experience in innovation, or even expertise in your specific field. This person would understand your business journey several steps ahead and be able to adjust your communication strategy in a way that anticipates market changes, follows future market trends, and prepares for probable market shifts in your field.


Personal Networking: Building Valuable Connections


In the business world, who you know can be just as important as what you know.


Looking to serve innovative clients in a fast-paced and noisy market, building and maintaining personal networks within the industry can open doors to new opportunities on a whole new level. This is especially true when working with companies that often operate at the cutting edge of their fields.


Marketing and branding, especially when it comes to introducing innovation, have to be personal. There are too many AI-generated texts, websites, and business concepts floating around the internet, creating a generic mass that is difficult to differentiate, without considering the people behind those stories. The wide availability of AI and other technologies puts all market participants in a similar position regarding their external presentation and potential impressions. If one does not have an astronomical marketing and advertising budget, focusing on people can be a cheaper, more authentic and more efficient way to add a differentiation perspective to their company.


Networking events, industry conferences, and professional associations provide fertile ground for establishing valuable connections and generating interest in our businesses. For example, an agency working with a renewable energy company might attend sustainability conferences to meet potential partners, investors, and thought leaders. These connections can lead to collaborations, media opportunities, and new clients through personal connections and opportunities to engage in expert discussions with a vibrant scope of industry experts.


Here we again see the importance of taking an integrated approach to communication, where we have a deep understanding of the business and industry we are dealing with. There are so many conferences and business events, so it is crucial to identify those that will truly benefit our business, define people of interest, and carefully carve the professional personal brands of the key people representing the company.


Knowing the best topics of interest, our added value, and how to attract the necessary attention is possible only by integrating knowledge from several fields into one comprehensive and flexible service scope.



Dzeneta Schitton AI
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An integrative approach: The key to success


In a world where we are not sure if what we fight to innovate with today will even exist or be heavily outdated in five years, we must accept that one niche or industry focus is simply not enough anymore. Even if we are on top of the changes currently happening in our field, if we do not simultaneously keep a "wide lens" at hand, we risk missing business opportunities and encountering greater risks.


The word "holistic" is heavily overused but is the most suitable description of the integrative approach that communicating innovation demands. This ensures that every aspect of a company's public presence is aligned and synergistic. It brings unified messaging on every level and ensures that branding efforts and marketing communication are always one or two steps ahead of market developments, reflecting the newest shifts in trends, tendencies, and the target group's way of thinking.


This kind of communication approach, besides being part of the overall business communication integration, is also specifically designed on several levels to address connections with the target market, potential investors, partners, and collaborators. When we create this perfect blend of personal approach through professional branding with company communication and market positioning, we can say we are doing the most to secure and win our place in the market and stay competitive.


Innovation applied - conclusion


If we consider that we are experiencing the most significant economic revolution since the Industrial Revolution, it is logical and expected that the way we provide services must also change. In the past, market development trends were more predictable, and technological possibilities were more comprehensive. Back then, it was sufficient to brief a communication agency about the strategy, current developments, and overall business direction to receive up-to-date services. In the AI era, where groundbreaking solutions emerge monthly, communication must continuously include a self-regulating flow of relevant information and the ability to understand and assess its usability.


At our agency in Vienna, we specialize in helping businesses integrate their communication and business development strategies. By leveraging our expertise and industry insights, we empower our clients to build cohesive and impactful brands that stand out in today’s competitive market. Let us help you unlock the full potential of your brand through the power of integration.






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