Creating the foundations of all brand communication, including; Research. Competitor audit. Sector gap analysis. Refining archetypes, values, belief, mission. Proposition development (for both service and employer brands as necessary). Creating a brand statement. positioning, employee value proposition, direction and inspiration. Creating brand (and if pertinent) sub brand relationships and hierarchy.
Visual and verbal manifestation of the brand, either evolution or revolution set out against current position and refreshed proposition. A creative process extended from the visual to include tone of voice, personality and all necessary brand ‘furniture’.
Setting out insights and key objectives against defined audiences and agreeing KPIs. Delivering the ‘Why’ and the ‘How’, not just the ‘What’. Setting up process and channels for the provision of proactive strategic initiatives that may be relevant to any/all brands.
Establishing a communication plan including channel selection (analogue and digital) and key responsibilities and associated timings. Often completed against key calendar events but always against proposed spend/budget levels.
Channel focused content creation as necessary, in-house experts that can deliver from TV advertising to Social content and CRM to Events of all sizes. Specific skills that allow Initials to deliver marketing campaigns for you and/or your clients.
Technology stack analysis that allows us to help a business plan its technical needs against its marketing and service provision goals. Phases include; Discover/Demystify. Define/Design. Deliver/Deploy. Including SEO and Web design and development.