Creating a communication platform, our specialists work through 6 blocks: communication strategy - key principles forming a comprehensive integrated communication; key messages - information that should be communicated to the consumer in the form of promises; communication differentiation - communication techniques that allow the brand to tune away from competitors; emphases - values, attributes, territories and other aspects that should be used actively; tonality, nature, language - verbal, emotional, ethical and social principles of communication; stylistics - visual principles of communication.
The brand communication tools include the full range of marketing methods and techniques for communicating the key brand values to the consumer. In addition to active tools, such as advertising, direct sales, after-sales service, etc., we attach great importance to the development and implementation of a complex of lateral tools: branding, PR, loyalty programs, packaging, neuromarketing and so on.
According to the communication platform, there is a mix of relevant media channels and messages for each of them formed. According to the POEM model, we use three types of media: paid - classic paid media vehicles (traditional advertising), owned - owned media vehicles that come into direct contact with the consumer (packaging, website, transport, form, etc.), earned - earned media after the successful use of the product (fan photos, word-of-mouth marketing, etc.). This approach allows one to create a truly efficient comprehensive communication of the brand. We pay special attention to the digital channel-we form a comprehensive vision of the brand's presence in the network.
Action plan is a detailed step-by-step list of activities within a time period specified which defines the brand communication. Each activity in the calendar plan contains objectives and tasks, key messages and tools used. This document is a kind of a demonstration map based on which the brand is being developed.
The main objective of the media strategy is the most efficient, rational and justified assignment of the media budget among communication channels.
The media strategy forms the long-term understanding of the brand communication to the target audience, provides for the sequence of communication, stimulates the synergistic effect due to the use of various advertising media as a single set, allows one to optimize the budget and to evaluate the efficiency.
The key elements of the media strategy are: analysis of the media environment, the competitors' and audience activity; formation of objectives and tasks with the mandatory KPI identification; strategic decision; media split; tactical planning; final flowchart.