A brand is a story or narrative which is authentic and unique. Every person, every business, every organization has a unique brand (or personality).
A brand strategy is a process of exploration, which FULLER undertakes with clients, to uncover the real story underlying their business or organization.
Through work-shopping, discussion and research with key brand decision makers, the brand strategy evolves as a series of belief statements and messages which can be consistently and confidently repeated – sometimes over generations. The brand strategy certainly has a visual brand identity at its core, and our graphic design studio is skilled at bringing a brand message to life through art. However, FULLER vigorously argues that a brand is not a logo – it is a belief system that may simply find its expression in an identity.
Brand communication is the process of taking the brand strategy and activating it.
While advertising and PR are traditional ways of activating brands, FULLER advocates the development of a complementary digital strategy which will maximize the use of contemporary communication channels and mediums.
A digital strategy seeks to initially understand audiences – consumers in the case of businesses and stakeholders in the case of organisations. The digital strategy then creates user scenarios for how these audiences will interact with the brand: how they feel about it, how they use its products, how it could be improved. This provides the foundation for a web and digital communication framework as well as a social media rich content marketing plan.
The digital strategy will not just provide the tool kit – for example a mobile optimised website, an App, Facebook, Twitter, Pinterest and Instagram – but also the manual for the way the toolkit will be used to achieve the most efficient and effective results.
So in summary, a brand strategy activated by a digital strategy will mean greater sustainability for your organisation and guaranteed profitability for your business.