CPG brand communication strategies: convergent, divergent, and transformation

By Vanessa Doll

Three primary methodologies are at the core of branding narratives and marketing communication: convergent, divergent, and transformational strategies. Each CPG brand communication strategy serves a different purpose across the brand lifecycle, from launching and growing a product to refreshing or stabilizing an established brand. Understanding when and how to use each approach can help brands create messaging that connects with consumers while staying true to their core values.

Convergent Communication Strategy

A convergent communication strategy brings existing messages, insights, and consumer data together into one concise message that reflects a brand’s core values. This approach is particularly beneficial when launching a new product because it allows a brand to quickly establish an identity based on existing data, consumer insights, and market trends.

Convergent communication is also useful during a brand refresh. Instead of starting from scratch, marketers can identify the messaging that previously resonated with consumers and use those insights to create something fresh and relevant.

Tangible action items for convergent messaging include:

• Utilizing multiple mediums to communicate a unified message. Combine targeted emails, social media posts, web banners, and on-pack messaging to reinforce the same brand narrative across channels.
• Developing content specifically for the target audience. Relevant callouts, such as “vegan,” can help consumers quickly understand why a product is for them.
• Creating partnerships with organizations and influencers. Strategic partnerships can help a brand reach new audiences. Jeni’s Ice Cream does this very well.
• Leveraging data analysis to understand consumer behavior. Start with basic consumer research, then use those insights to refine messaging and better understand what resonates with consumers.

Divergent Communication Strategy

A divergent communication strategy explores multiple creative and messaging directions before narrowing down on one approach. This strategy is beneficial when launching a new product because it gives marketers the freedom to explore different possibilities without being tied to preconceived ideas about what the product should look like or which message should lead.

Divergent communication can also play an important role in a brand refresh. It creates space to move away from established norms, test new ideas, and discover a direction that feels fresh while still staying true to the brand’s core values.

Action items for a divergent communication strategy include:

• Developing multiple content pieces for different audience segments. Create and test variations to determine which messages generate the strongest response.
• Crafting messages that reflect the brand’s values and culture. Each message should resonate with its intended audience.
• Establishing partnerships with influencers who have distinct audiences. Different influencer communities can help a brand reach new consumers.
• Analyzing consumer data to tailor messages to specific consumer behavior.

Transformation Communication Strategy

A transformation communication strategy evolves an existing message by taking an idea that has historically worked and giving it a fresh spin. This approach is particularly advantageous during a brand refresh because it allows marketers to introduce change while maintaining something familiar for consumers.

It can also support a new product or service. By building on an idea consumers already recognize, brands can create a sense of familiarity while introducing something unique and original.

Try the following:

• Using unique storytelling to create an emotional connection with consumers. A familiar brand idea can become more engaging when presented through a new story or perspective.
• Leveraging data and analytics to create personalized messages. Consumer insights can help identify the messages and experiences that are most relevant to specific audiences.
• Incorporating updated visual elements to build brand recognition. Refreshing visual assets can make a brand feel new while maintaining recognizable elements that consumers already associate with it.

Choosing the Right CPG Communication Strategy

There isn’t one singular approach to CPG brand communication. Convergent strategies combine existing messages and insights, divergent strategies explore new possibilities, and transformation strategies evolve ideas that are already successful. The most effective approach depends on the brand’s specific needs, audience, and stage of development.

The key takeaway is that there is a learned manner of adapting each communication strategy type to a specific need. Play a little with each method before you tie one message to your brand! Narrative and messaging’s jobs are to connect first and foremost, but be selective about where you put a stake in the ground.

To read more about marketing principles, check out this article.

Vanessa is Partner & Director of Relationships at Freshmade. From bar owner to account lead, strategist to agency owner, she’s spent years in the trenches with leading CPG brands modernizing and optimizing their positioning to maximize growth.

Freshmade is a CPG Branding and Strategy Design agency focusing on food branding and package label design. We design for digital, from campaigns to websites, and have an in-house photography studio. Our goal is to accelerate growth for our clients through mouthwatering, thoughtful brand building and design. Notable clients we have designed CPG packaging for include Bolthouse Fresh, Evolution Fresh, Hartz, Publix, Mastronardi (Sunset), Annie Chun’s, Factor, and many more