Strategic planning as the longest-term investment in your brand

Strategic services are a set of tools that lay the long-term foundations for the success of your brand. 

Our team, with over 10 years of experience and proven practices in the industry, conducts in-depth analyses of market trends, consumer behavior, and preferences. We carefully examine the essence of each brand to provide well-founded and effective solutions.

Benefits of strategic planning

With the results of strategic planning, we create the strategic framework in which the brand finds its communication niche. Within this strategy, integrated, relevant, and effective marketing messages are created, which are subsequently implemented in various communication activities.

 

Elements of strategy and strategic services

Strategic analyses, subsequent strategic planning, and technical implementation are vital for the successful development of any brand.

These analyses shape the brand’s positioning in the market and competitive environment. They define who its target consumers are and what communication activities need to be undertaken to attract and retain them. Through precise brand messages and appropriate channels, emotional connections are built that foster loyalty.

Phase 1: Competitive environment analysis and consumer profile

This phase of strategic planning involves an analytical look at the competitive environment – how direct and indirect competitors of the brand communicate with consumers and where they stand in the market. 

The analyses also cover consumers and their behavioral patterns, as well as examining the brand’s website and the user experience on it. 

SWOT analysis of the competitors’ online presence and their activities

SWOT analysis is one of the main tools in strategic planning, and it analyzes the competition in several key aspects – strengths, weaknesses, brand development opportunities, and threats it faces. 

From a branding perspective, as part of the SWOT analysis, we look at the online positioning, online presence, and communication of your brand and its direct and indirect competitors. We analyze in detail key messages, best practices, focus, and over 200 different parameters.

Target persona research, consumer profile analysis, and behavioral patterns.

Our consumer analyses provide a comprehensive portrait of the target persona.. They cover not only the socio-demographic profile of consumers but also create a detailed psychographic profile. This includes values, motivations, behavioral patterns, and preferences, enabling a deeper understanding of the audience.

We examine in depth the cultural affiliation and socio-cultural frameworks that shape the identity of target groups. These factors significantly influence behavioral patterns, consumer desires, and choices, providing a valuable foundation for creating effective strategies.

Marketing, SEO, UX analysis of the website and guidelines

This phase of analysis includes marketing, SEO, and UX analysis of the brand’s website – the results of which identify all the elements that need modification. These modifications not only help to index the website in higher search rankings but also offer users a maximally pleasant and useful experience. 

As part of the overall analysis of your website, we develop a detailed plan with clear steps and guidelines. We provide expert advice on which elements should be improved or completely updated so that the website can perform its functions correctly, according to consumer needs and best SEO and other marketing practices. 

Why are successful brands the ones with an analytical strategy?

The results from the in-depth analyses described above allow us to gain a detailed understanding of the communication activities of the brand’s primary and secondary competitors their key messages, and tone of voice. 

This forms the basis for building the correct brand positioning for the business, which activates consumer interest and engagement. The detailed analyses also create a detailed image of the brand’s consumers – their behavior, choices, and preferences, where and how they can be reached through communication messages.


By building the brand’s marketing messages and activities on this foundation, they become relevant and engaging, speaking their language, and consumers will more easily and long-term identify with the brand. 

Phase 2: Marketing and brand services for a successful strategy

Based on the conducted analyses, the next step is to develop the corresponding marketing and brand strategies.

Communication strategy and brand archetypes

To create the right communication strategy for your brand, we analyze its essence and values, its overall mission, and philosophy. Based on the 12 behavioral archetypes developed by Carl Jung in psychology and using the same methodology, we choose and describe one primary and three additional archetypes for each brand. According to the theory, the primary archetype and its sublayers fully express the brand’s character, essence, values, and worldview.

The second part of the communication strategy includes the brand’s strengths in the form of sales messages to potential clients, a positioning statement, slogan, values, brand story (storytelling), and dozens of examples of communication messages.

Design concept for social media

The design concept for digital channels is a strategic tool that transforms the brand’s essence and values into visual and graphic solutions. It creates a unified and integrated visual identity for the brand, ensuring consistency and recognition across all communication channels.

The design concept includes a unified digital positioning concept – design elements, colors, fonts, and guidelines for their usage. Based on these, we create visual templates for social media posts, profile pictures and covers for profiles, a set of icons, and all other materials needed to build a recognizable online image. 

Marketing mix 

Based on the analysis of the behavioral patterns of the target group, we select the communication channels in the marketing mix that will lead to the highest performance. An effective marketing mix is one that includes the most relevant communication channels for the audience, ensuring that the brand message reaches the right consumers in the best possible way. It also includes a variety of specific creative ideas and suggestions for each communication channel, based on its specific characteristics. 

Marketing Action plan, budgeting, and activity timeline by channels

In the detailed Action plan, we combine all insights and content ideas for the selected channels. We add two extremely important elements – budgeting and expected results. We organize everything in chronological order to provide you with a clear and complete picture of marketing activities for a period of at least 12 months.

Advertising campaigns 

Advertising campaigns are directly related to the established communication strategy and stem from it, integrating the relevant consumer messages and brand essence through visual and/or audio approaches.

The time distribution of all advertising activities is detailed in the Action Plan. It specifies when different advertising activities are implemented, who they are targeted at, which channels they are in, what objectives are set, as well as budget proposals and hypothetical results to expect.  

Setting goals and KPIs by channels

The success of any advertising campaign is tied to proper goal setting, and thus, setting key measurable parameters for the effectiveness of the message, known as KPIs.  

Such goals could be, for example, the number of consumers reached, how many of them later visited the brand’s website, how many actually purchased the product/service offered by the brand, and so on. 

The set goals could also have a broader communication scope, such as increasing brand awareness, growing market share, reaching a new consumer segment, and more.

Photo, video, and website briefs and assignments

Through photo, video, and website briefs, зwe set clear parameters for the execution of each activity, whether it is static, dynamic, or web-based. By carefully selecting visual elements and stylistic choices, we build a consolidated brand image in the consumer’s mind. 

The documents provide clear and specific guidelines for the execution of photo and video materials, such as perspective, visual style, frame dynamics, and composition. 

The website briefs define the overall structure of the site, the sequence and arrangement of all text and visual components, both dynamic and static, ensuring the user has a pleasant, informative, and satisfying experience on the site. 

Phase 3: Implementation and technical setup

Implementation and technical setups ensure the smooth execution of the subsequent communication channels by synchronizing technical parameters, profiles, and the selection of relevant audiences for the communication.

The implementation includes all technical activities for auditing, optimizing, and setting up communication channels that will be used in online communication activities.

In this way, your corporate and advertising profiles across all channels used by your brand will be optimized according to consumer behaviors, enabling more effective operation. This ensures that the brand reaches the campaign’s target groups in an optimal and efficient way. 

Successful brand, marketing, and advertising strategy

The quality of the analyses performed and the development of a successful strategy guarantees the long-term and sustainable growth of your business. 

To be maximally effective and unified, strategic planning should include the consolidated development of the following 3 key components:

• Brand strategy
• Marketing strategy
• Advertising strategy

They cover the entire cycle of strategies for the success of your business and are a guarantee for establishing long-term relationships between the brand and its consumers.

Successful brand strategy

A successful brand strategy is an authentic strategy. It is relevant and long-term – aligned with the brand’s essence, market situation, and consumer expectations. 

Brand strategy is the first and most important step in building any brand, setting long-term goals for it. Our team knows how to implement it, building long-term partnership relationships with our clients.  

Marketing strategy

The successful marketing strategy is the one that most effectively communicates the brand’s competitive advantages through the relevant communication channels for consumers. At the core of this are communication messages in which consumers can recognize themselves. The marketing strategy is a strategic marketing tool that enables the brand to build its mid-term strategy for overall development.

Advertising strategy

The successful advertising strategy is one in which the brand’s communication messages clearly differentiate it from the competition and express its essence and values to the greatest extent, generating an emotional response in the consumer. 

If these messages align with the expectations and desires of consumers and are built upon the brand’s competitive advantage, then these messages become effective, fostering loyalty and long-term relationships. 

Contact us to build a unified marketing and brand strategy for your business.

The entire MEmotion team is at your disposal for consultations and more information about the services we offer. Please send an inquiry through our contact form or get in touch with us at:

• +359 888 599 071
• hi@memotion.net

Explore our portfolio of projects and case studies, that provide a detailed view of our successfully implemented projects for various clients and the results achieved through our collaborative work.

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