Strategy

Much is written about what the term brand means. Essentially a brand is a story or narrative which is authentic and unique. Every person, every business, every organisation 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 organisation.

Through workshopping, 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. Many marketing agencies would simply undertake brand communication through advertising. But at FULLER we believe in developing an integrated brand communication plan which will involve a range of channels: PR, graphic design, web and digital communication, social media…and increasingly content marketing, as well as advertising.

Activating a brand strategy through integrated brand communication is not only more effective and cost efficient, it also guarantees much deeper and longer lasting brand recall and loyalty.

So in summary, a brand strategy activated by a brand communication plan will mean greater sustainability for your organisation and guaranteed profitability for your business.

Explore our Communications Strategy

  • 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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  • Business of grain

    Agriculture remains Australia’s most secure, longest running and sustainable export income producer. FULLER has had a 20 year association with grain, wine, livestock and horticultural production and we are proud…

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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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  • 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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  • The 2013 Fleurieu Art Prize Festival opened in spectacular fashion last weekend with the award announcement cocktail party at d’Arenberg Winery.

    Fleurieu art fever

    The 2013 Fleurieu Art Prize Festival opened in spectacular fashion last weekend with the award announcement cocktail party at d’Arenberg Winery. FULLER’s PR guru Anna Bartsch was in charge of…

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  • Following great demand on tap, South Australia’s McLaren Vale Beer Company (MVBeer) has released its blue labeled VALE/LGR in bottles, adding another welcome member to its core range.

    So good, we’ve bottled it

    Following great demand on tap, South Australia’s McLaren Vale Beer Company (MVBeer) has released its blue labeled VALE/LGR in bottles, adding another welcome member to its core range. The lager…

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  • Carisma, a low GI potato developed by Virginia market gardener Frank Mitolo and Australia's Glycemic Index Foundation, was acknowledged as a

    Low GI Aussie spud

    Carisma, a low GI potato developed by Virginia market gardener Frank Mitolo and Australia’s Glycemic Index Foundation, was acknowledged as a “world first” nutrition breakthrough at an international conference in…

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