We have identified four strategies that our agency will utilize to define your brand and communication model.
1. Distinguish/Separate
Brand marketing and public relations is all about sending a robust and consistent message. Every time a potential stakeholder has contact with your organization, whether it’s by visiting the website or seeing marketing materials, he or she has a brand message experience from agency. Additionally, content marketing doesn’t work unless it’s targeted. Otherwise it looks and sounds like any other piece of corporate communication. Fine-tuning your brand image is particularly critical since your organization has specific values and offers services that no other competitor offers. Your brand will distinguish and separate your agency from the rest.
What is your advantage? We started by developing a competitive analysis both internally and externally. This is an important step in realigning your brand image and plan.
The goal was to identify new strategies for branding regarding your current market and provide innovative services. Lastly, distinguishing your services from other organizations, past initiatives and then designed a new brand image.
2. Pledge worth/value
Once we finished the foundation building of separating your services, distinguishing your brand and listening to your key stakeholders the focus shifted to redefining your brand message so that it resonates with all key individuals you want to target.
The first task is to start with identifying key stakeholders in the market and beyond. The process will be initiated by continued research and creating an accurate portrait of your targeted stakeholders so that we can focus our branding efforts. This allows us the opportunity to gain an understanding of your audience, which will help us reach the audience that will be most receptive to your unique distinguishing portrait of services. Through this process we understand that we cannot satisfy all stakeholders, but we seek to value each by not allowing the results to become watered down or weakened. Our ultimate goal will be to ensure that each person that comes in contact with your organization has a great experience and remembers the your brand.
3. Become the industry guide/leader
After we align your brand in the target markets you represent we will focus on the long term goal of establishing your agency as the marketplace leaders. We recognize that performing like a leader means keeping your organizational goals aligned with our best-practice and business efforts. In order to sustain as the marketplace leader we will take steps to consider your audience and their priorities through reviews, stakeholder interaction and staying connected.
To be a true industry guide and leader we will have to focus on improving your client’s experiences and interactions by honing a clear and detailed message through all digital media and public relations outreach.
4. Integrate mantra message
This is a very critical step in your brand delivery. Every interaction you have with your clients or potential partners/stakeholders will become consistent and uniform across all marketing channels. This includes integrating all marketing materials, web content, solicitations, email, brochures, programs, messages and staff delivery. Everyone on your team will begin to speak the same messaging language.
All messages/mantra should carry a single, clear and solid message and all should be fully integrated throughout our entire agency.