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.

  • Linking your brand to high interest content is great for brand awareness and because all digital roads can lead to you, content marketing also generates and measures new followers, leads, sales and fans for your brand | FULLER

    FLOG: Content Marketing vs PR vs Advertising

    With a recent ADMA study finding that 25% of Australian marketing budgets are now being allocated to Content Marketing, your company or organisation is probably considering how you can review…

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  • Content marketing forces you to start with what the clever, wise, connected customer is thinking about, where they are at – then considering how your brand can fit in their space, how it can add to their life experience | FULLER

    FLOG: The new authenticity

    We’ve been spending a lot of time with clients in the last few weeks sorting through the entrails of 2013-2014 and helping them put together strategies for the new financial…

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  • HomeStart’s Chief Executive Officer John Oliver spoke with The Advertiser about its recent submission to the Senate Inquiry into Affordable Housing, in which it suggested that a Canadian program which allows first home buyers to access superannuation to fund a deposit was worthy of investigation | FULLER

    Super plan for homebuyers

    HomeStart’s Chief Executive Officer John Oliver spoke with The Advertiser about its recent submission to the Senate Inquiry into Affordable Housing, in which it suggested that a Canadian program which…

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  • Strategic content marketing is choosing to present your information in the greatest variety of forms possible (short news stories, longer feature articles, great photographs, video clips, discussion papers, e-books, infographics, case studies, how to guides, Q&As, illustrations) in the greatest variety of mediums (Facebook, Twitter, Instagram, Pinterest, Sina Weibo and Ren Ren, web and email distribution, via iPhone, iPad, Samsung Galaxy and various other Android mediums).

    FLOG: Content marketing- it’s in our DNA

    If you’re into marketing and business development you may have heard the buzz around the traps about a new term – content marketing. Basically content marketing is any format or…

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  • With some PR assistance from FULLER, William Buck’s Wealth Advisory team was out in the industry media recently pushing for more certainty around superannuation planning for young investors.

    Young investors demand more super certainty

    With some PR assistance from FULLER, William Buck’s Wealth Advisory team was out in the industry media recently pushing for more certainty around superannuation planning for young investors. A leading…

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  • FULLER’s public relations and media work with William Buck Chartered Accountants and Advisors saw National Chairman Nick Hatzistergos speaking out about a compliance culture that is putting an unnecessary burden on SMEs and stifling innovation in business.

    Compliance culture stifling business

    FULLER’s public relations and media work with William Buck Chartered Accountants and Advisors saw National Chairman Nick Hatzistergos speaking out about a compliance culture that is putting an unnecessary burden…

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  • Hand selecting Riesling grapes in Germany and Austria proved to be useful work experience for Tom Barry as he attacked this year’s two speed South Australian vintage.

    2014 Clare Vintage a selective experience

    Hand selecting Riesling grapes in Germany and Austria proved to be useful work experience for Tom Barry as he attacked this year’s two speed South Australian vintage. “I learnt in…

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  • Grant Burge Wines has matched 12 original music tracks from South Australian musicians to nine Grant Burge Vineyard Series wines plus, Moscato, Sparkling Pinot Noir Chardonnay NV and Aged Tawny.

    Savour the Sound expands the senses

    For centuries wine has been keenly matched to the senses of sight, taste and smell, and this winter Grant Burge enhance the senses further by launching the ‘Savour The Sound’…

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  • Bleasdale Wines has weathered more than 160 vintages at Langhorne Creek, but some old timers are saying that 2014 may just be the best year for Cabernet Sauvignon they have ever seen.

    Lake Doctor makes 2014 a Cabernet classic

    Bleasdale Wines has weathered more than 160 vintages at Langhorne Creek, but some old timers are saying that 2014 may just be the best year for Cabernet Sauvignon they have…

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  • FULLER client, William Buck Chartered Accountants and Advisors, has capitalised on the hype and excitement of the first season of football at the newly developed Adelaide Oval, taking out signage at the venue for the 2014 AFL season.

    William Buck kicks marketing goals

    FULLER client, William Buck Chartered Accountants and Advisors, has capitalised on the hype and excitement of the first season of football at the newly developed Adelaide Oval, taking out signage…

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  • Did you know that new Australian privacy laws (namely, the Privacy Amendment (Enhancing Privacy Protection) Act) came into force on 12 March, 2014 and that there is up to a $1.7m fine per individual misdemeanour?

    FLOG: New laws may expose your Privacy parts

    Did you know that new Australian privacy laws (namely, the Privacy Amendment (Enhancing Privacy Protection) Act) came into force on 12 March, 2014 and that there is up to a…

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  • FULLER edits, designs and publishes the popular communication medium for the Seafood CRC which researches and develops new marketing, packaging, value adding and sustainability technology for the multi-billion industry.

    Seafood stories

    The latest edition of Seafood, the magazine of the Australian Seafood CRC hit the jetties, shop counters and filleting tables around Australia this week. FULLER edits, designs and publishes the…

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