Audit of current strategy

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The results of the audit describe the brand image from the outside, how it is perceived by current and potential customers, what information about it is available online and offline. To conduct an audit:

Study the company's website, social networks and advertising channels. This is necessary to assess the effectiveness of existing communications, strengths and weaknesses.
Analyze the environment in which the brand operates to assess its awareness and reputation.
In the process of preparing an audit, one can rely on the following methods of analysis :

SWOT analysis. Will help to identify the company's strengths and list of argentina cell phone number weaknesses, determine what opportunities it has and what threats it may face.
PESTEL analysis. Will help to identify and evaluate external factors influencing the company (political, economic, social, technological and others).
Benchmarking. Will help you find your unique “voice”, different from your competitors.
Media analysis. Will help to assess the company's reputation and attitude towards it in the media, the number of mentions on the Internet and their tone. An example of a positive mention: "The Pokemony company transferred 1 million rubles to an orphanage for the arrangement of the premises." An example of a neutral mention: "An expert from the Luch company told what Russians should do to save their money." An example of a negative mention: "Yesterday, the building of the Myshki company caught fire in Moscow."
Setting goals and defining the communication idea
After the analysis, you can begin to define the main idea for communications. It will follow from the goals that the business sets for itself.

The SMART system will help you formulate a good goal . According to the method, your goal should be:

S specific — specific.
M easurable — measurable.
Achievable — achievable.
Relevant — significant.
Time bound — limited in time.
Explanation of the abbreviation SMART
More details about the SMART methodology with examples are provided in a separate article.

The next step is to describe the brand image that needs to be achieved and compare the goals with it. How consistent they are, what needs to be adjusted.

The combination of goals and the desired image will allow you to create brand meanings and values ​​that will correspond to the needs and interests of the target audience.

Target audience analysis
Study your target audience and create a portrait of the ideal buyer . Divide the target audience into segments based on age, gender, geography, and other parameters. Write down a relevant image and message for each group.

Selecting communication channels
Develop key messages and communication rules for each target audience segment and different distribution channels.

For example, the audience of the Vkusvill supermarket can be divided into 3 large segments:

students,
office workers,
wealthy family people who value quality products and monitor their nutrition.
What messages could be for each group:

ready-made food in convenient packaging to take with you or eat on the go,
delivery of ready-made and healthy food to any point in the city,
goods and products for healthy eating.
Main communication channels: