Communications
Brand communications are a critical way of making sure that your target audiences know and come to love your brand as much as you do.
They are your opportunity to control perceptions of your brand and of course if you don’t, someone else will and they won’t necessarily say the things that you would like them to.
We devise and create both internal and external communications programmes, where the brand definition works as the blueprint, making sure that all communications paint a coherent, consistent and motivating picture of your brand.
Internal communications
Getting commitment from your stakeholders whether they are employees, members or other associates is vital to the success of your brand.
People are different and not everyone will have the same sense of belief or engagement. And whilst we don’t want automatons, every brand does need to have an engaged set of stakeholders; if they don’t believe, how can you expect your customers to?
We run change management programmes whereby we evaluate levels of staff engagement, identify the root issues and create a strategy and series of initiatives to tackle these barriers to promote a more motivated and effective workforce.
Our range of tools includes cascade workshops, brand books, creative launch material, the articulation of key barriers and devising initiatives to circumnavigate them.
External communications
Following the needs of the defined brand strategy, we work with our clients to develop the strategic plan for all your communications, prioritising your activity and target audiences to maximise budgets and resource.
Whilst it is important to be consistent in communications your customers are not clones. Different segments will be interested in different parts of your offer and different methods of communication – whilst social media is the love of many, others may prefer hard copy. The key is defining which of your messages are most relevant to which segment of your audience and which medium will be most effective in reaching them.
Our narrow targeting plan identifies key target audiences, their motivations, what you need to say to them and the best method of reaching them. It is the ‘who, what, why, when, where’. It works in conjunction with the defined brand strategy, bringing it to life in the most meaningful way for each segment of your audience.
The narrow targeting strategy forms the basis of the subsequent marketing plan which either our clients will prepare themselves or we can help formulate.
