Brand Strategy

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.

  • Future Leaders

    In December last year FULLER was approached by the newly formed Australian Grape and Wine Authority to assist in raising the profile of its Future Leaders program by developing a new brand identity,…

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  • Pinosity

    Are you one of the growing army of Pinot freaks that are taking over bars and wineries across Australia? It seems that consumers have discovered this Holy Grail of red…

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  • Breaking new ground

    FULLER client Deep Exploration Technologies Cooperative Research Centre (DET CRC), has gained the attention of one of the world’s most popular business and finance magazines, Forbes. The Forbes website has…

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  • FLOG: RIP – PDF

    If an understanding of the tech term PDF has previously eluded you, relax. Like DVD remote controls, CDs and Nokia ringtones, the much-loved and popularly-adopted Portable Document Format (PDF) newsletter…

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  • Wine Capital on Holland

    FULLER developed, marketed and managed the first Wine Capital on Holland event for the South Australian Wine Industry Association. More than 800 people attended enjoying wines from 50 local wineries…

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  • FLOG: The game of disruption

    I’ve been a bit disrupted lately. Disrupted, actually, by the term disruptive innovation. And digital disruption. Disruption used to be a bad thing. Someone butting into a conversation. The naughty…

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  • FLOG: Crossing the digital divide

    While we were all sitting watching TV with our iPad on one knee and our iPhone on the other – Tweeting, Facebooking and Googling – Australia quietly crossed the digital…

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  • Strategic expansion

    As FULLER celebrates its 21st birthday this month, I am delighted to announce a strategic expansion of our digital and design services. As part of our mission to become Adelaide’s…

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  • As FULLER celebrates its 21st birthday this month, I am delighted to announce a strategic expansion of our digital and design services | FULLER

    “From little things, big things grow”

    A giant replica cathedral made out of used medicine cups has made its way from Port Broughton on the Yorke Peninsula to be put on display in St Peter’s Cathedral…

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  • The Big Gig

    The country can-do attitude is alive and well on Yorke Peninsula. Frustrated at being overlooked by travelling music concerts such as The Day On the Green, a local community consortium bit…

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  • 50 South Australian winemakers will embrace the Market Shed on Holland on July 12 with the shed's very first Saturday afternoon wine and food experience | FULLER

    The Wine Capital comes to the Market Shed on Holland

    It’s a grungy car park during the week, but on Sundays it’s the place where more than 2000 off-duty movers and shakers rub shoulders with bearded poets, musing academics, compression-tight…

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  • FULLER’s Creative Director Stafford Trowse was commissioned to create a new and flexible design for the 2014 Winter Reds Weekend that could be adapted to media deliverables such as programs, banners, signage and digital | FULLER

    Adelaide Hills warms up for Winter Reds weekend

    It’s not often you are told to ‘play with fire’ but in late July, wine and food lovers will be encouraged to pull on their woollies and head to the…

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  • Open minds

    The team at FULLER has been working with the Adelaide Hills Wine Region on a secret branding project for more than 12 months. Last Friday the new brand identity and…

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  • New Hills wine brand

    The team at FULLER has been working with the Adelaide Hills Wine Region on a secret branding project for more than 12 months. Last Friday the new brand identity and…

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  • Working with the SA Wine Industry Association since 2010, we have developed and launched a new marketing campaign for SA wine that positions Adelaide as The Wine Capital of Australia.

    Wine capital

    Working with the SA Wine Industry Association since 2010, we have developed and launched a new marketing campaign for SA wine that positions Adelaide as The Wine Capital of Australia.…

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  • FULLER is Sekisiu House's national strategic brand agency creating and distributing press and radio advertising across Australia and assisting with campaign development.

    Love of humanity

    Sekisui House is one of the world’s biggest home builders and when it purchased AV Jennings in 2010 its goal was to bring its environmental and social principles – including…

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  • FULLER has worked with Country Home Services (formerly CHAP) for more than a decade and since May 2013 we have helped the organisation promote its expanded range of services...

    Country living

    Australia’s ageing population will need more and more help to stay in their homes longer and nowhere is the demand stronger than in regional communities. FULLER has worked with Country…

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  • Working with celebrity chef Poh Ling Yeow, FULLER created an integrated campaign of retail sales and sommelier training, cooking demonstrations, food and wine matching recipe books, merchandise and video education.

    Pour Viognier

    Yalumba leads the production of the classic French white wine variety, Viognier, in Australia, having pioneered the first plantings in the 1980s. The challenge for FULLER was how to re-introduce…

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  • CRUSH Festival, the Adelaide Hills annual summer celebration was held in late January and this year FULLER Account Director Will Fuller, Art Director Stafford Trowse and Senior PR Consultant Anna Bartsch, gave the event a fresh, creative appeal, inspired by the mood and the colour palette of the hills and its lifestyle.

    Cool crush

    CRUSH Festival, the Adelaide Hills annual summer celebration was held in late January and this year FULLER Account Director Will Fuller, Art Director Stafford Trowse and Senior PR Consultant Anna…

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  • The Deep Exploration Technologies Cooperative Research Centre has a seven-year mission to develop more cost effective, safer and more targeted technologies to discover new ore bodies deep underground

    Better exploration

    For every tonne of iron ore or uranium that is dug out of the ground an exploration company had to first spend decades looking for it. The Deep Exploration Technologies…

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  • After more than a century of winemaking in the Barossa Grant Burge Wines decided it should celebrate its family heritage in a new range of wines – Fifth Generation – and a campaign linking to SBS food and lifestyle shows.

    Fifth gen

    After more than a century of winemaking in the Barossa Grant Burge Wines decided it should celebrate its family heritage in a new range of wines – Fifth Generation –…

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  • Get the rite price

    South Australia’s leading retailer of heating and cooling technologies Rite Price, had a challenge – no one thinks about air conditioning until the first day of summer and then there…

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  • Going your own way

    South Australia’s oldest funeral firm Alfred James had never advertised in its 100 years of service. While the professional family company knew it had to position itself to a changing…

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