Brand or company promotional strategy

Communicate and promote. Build a brand and reach. Reach with a message. Sell. The fundamental question: how? A coherent and well-thought-out strategy should answer it. Not always perfect right away and not without weaknesses from the start, but always providing a broader perspective and a broader context. A reference point. Because this is the only way to look at the communication and promotion of a given brand or company. After all, there is always some context, certain circumstances, strengths and weaknesses. Analyzing them, as well as creating the most comprehensive plan possible, are essential foundations for effective communication. We remember this at every step.

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How and with what to stand out?

Whether our message will be noticed, understood and remembered depends on a number of factors. Among others, the quality and intensity of communication and the selection of channels. However, at the stage of planning and designing communication, it is crucial to extract what we want to communicate and create the so-called USP. A unique selling proposition (USP) is, in short, a unique sales proposition. It is a factor highlighted in an advertising campaign that distinguishes a given product or service from others in its sector. USP is therefore an argument on the basis of which the foundations of the advertising message are built.

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What goes into a communication strategy and plan? Where do you start?

Analysis of the starting position

Assessment of what has been done so far

Setting the budget

Choosing the channels

Designing the messages, creating content and managing it

Review

01 How strong are we, and why are we communicating?

Any communication planning should begin by setting the goals and the priorities, preceded by at least a basic analysis of the brand's strengths and weaknesses alongside its opportunities and threats — a SWOT analysis, in other words.

02 What do we take to people — the means and the tools

The next step is to review the available means, tools and channels, and to prepare a communication calendar. That calendar is what everything afterwards should rest on, setting out how frequent and how intense the communication will be in any given period, and which tools and channels get used when.

03 Where and how — choosing the channels

Which channels you choose depends, naturally, on the industry the company operates in and on the situation the business itself is in. Some channels are universal and matter to every company, or almost every company; others only make sense for particular industries.

Planning is the foundation

At the start of any partnership, our biggest challenge is persuading the client to give enough attention and enough time to developing the concept and to planning. Once that works, the rest goes downhill in the best sense: we work more efficiently and the client gets better results faster. So we save time and money together, and later on we can review and refine the concept we settled on at the beginning. A plan should always be both the starting point and the point of reference.