Marketing communication strategy
Building a recognisable and deeply memorable brand is derived from consistent and structured communication with the environment. All content, both in the form of text and images, should work to disseminate and consolidate in the minds of potential customers the desired image of the company.
WHAT SHOULD YOU PAY ATTENTION TO?
Irrespective of the authors of the individual pieces of content – copywriters, marketing staff or other company specialists – all publications must fit into a pre-planned message, style and must clearly emphasise the brand’s competitive advantages on an emotional and substantive level.
This framework is defined by the marketing communication strategy. Creating a strategy requires close cooperation with the client – a partnership in its creation, because the language of communication must be something natural for the company, consistent with its values and derived from its DNA.
THE STRATEGY IMPLEMENTATION PROCESS
The development of a strategy that will effectively achieve its objectives consists of several stages:
Workshop
We start our cooperation with an online workshop, during which we get to know the company, its products and services. We talk about the market and competition, marketing challenges and goals.
Creating a strategy requires close cooperation between the client and the agency, which is why numerous consultations and additional workshop meetings are held during the work on the document.
Brand philosophy: mission, vision, values (revision or development of the brand ideology)
In addition to the typical characteristics associated with individual marketing attributes, every significant company shows links to the ideological assumptions it professes. They reveal the higher purpose that the brand pursues through its actions. They make it more welcoming to the world. A brand’s philosophy not only warms its image, it can also constitute its canon of relations with the outside world and add to the motivation of employees and brand representatives. As part of the work, an existing philosophy is revised or a new one is developed.
Brand presentation messages
One of the most commonly used standard company information is the Boilerplate. It is a short text describing the brand, its basic features and assumptions. It is a text that is added to press releases or as information supplementing a commercial offer. This message is often used in the “about the company” section of websites. Elevator pitch has a similar function. It is a short text (15-30 second presentation) conveying basic information about the company with a clear emphasis on encouraging the recipient to become interested in the brand’s services – products. It is usually an informative introduction to a presentation, sometimes to commercial offers. Both constitute the quintessence of information about the brand and a pattern of what to say about it.
Key Messaging and Keywords
Complex and extensive content is difficult to remember and understand. On an emotional level, short slogans are the key messages. Therefore, the communication strategy must include basic slogans that position the brand. These include Tagline – a slogan that complements the brand name or logo, or Claim – the main advertising slogan. Sometimes both are used.
At this stage, in cooperation with the client, main advertising slogans are created, as well as additional ones – emphasising selected brand attributes or specifics of its offer.
Communication style and Tone of Voice
In the whole system of brand communication, not only the content and particular advertising slogans are important, but also the form and style in which all information about the company is built. The style should reflect the basic assumptions of the communication strategy.
We develop a brief with guidelines on what to pay attention to, what stylistic pose to adopt and a set of types of messages and words to avoid, so that the company is positioned in accordance with the desired assumptions.
Development of a strategy document with guidelines for marketing communication of the brand.
The final stage of work is to develop a document that will serve the company as a tool for setting standards and good practices in marketing communication.
