Hard-sell campaigns may help you sell your products and services faster in short periods of time, but they won’t build your brand image, vision and values in the long run.
That’s why sometimes clients discover, after years and years of sales campaigns, that they have lost their brand. The only reason customers buy their product is because of the low price during the sale period.
In order to build a successful brand, the most important topic of communication should be reasons why your brand is better than the competition. This way, you’ll be able to build strong relationships with your customers who will stand by your side even in tougher economic times.
Before embarking on brand building, you need to know the role that your brand plays in the customers’ lives, its positioning, tone of voice and how you want to showcase your values. Simply, you need a communication strategy.
Case study
Tuli – Unofficial offices
The creation of a communication strategy for a line of office furniture from Tuli
Tuli, a famous Slovak bean bag brand, expanded its portfolio by sitting furniture for office spaces. Just like the bean bags, these products bear their signature features: ultimate comfort and friendly round shapes.
1. Analyse the current market situation
The nature of Tuli products wasn’t the only aspect we took into account when creating the communication strategy. Equally important was the analysis of the current situation in the office segment, which was heavily influenced by the pandemic. Employees have gotten used to working from home and prefer it to commuting to the offices. One of the reasons is that office spaces are often far from home-like cosiness and comfort.
2. Find an opportunity
The advantage of Tuli office furniture is their design. The modern colours, rounded shapes and practical touches magically transform even the most hostile spaces into a relaxed atmosphere. This insight was the main objective in Tulis’ new strategy: make offices cosy and desirable for their workers again.
3. Strategy needs a claim
We found the right expression that represents the brand’s mission: “unofficial offices”. All further communication of the brand should be in line with this claim. And we mean all communication: a stand at a furniture fair, a leaflet or an advertising campaign…
4. Designing a product catalogue in line with the new strategy
A properly set communication strategy determines the rules for the presentation of your products and services. It helps you choose the right mediums for collaboration: magazines for print ads, events for sponsoring or influencers to work with.
In the case of Tuli, we reflected the strategy in their product catalogue. While other brands’ catalogues showcase products primarily through design, Tuli’s catalogue shows products as part of the casual situations that take place daily in offices around the world. Whether it’s a birthday party, a coffee break with colleagues or a short game with a furry friend.
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Let’s collaborate on your communication strategy!
Preparing an extensive presentation with specific visuals will take us at least 4 weeks.
The communication strategy presentation includes:
- Market and competitor communication analysis
- Definition of positioning and tone of voice
- Identification of the appropriate USP (unique selling proposition)
- Claim proposition
- Specific creative proposals for online and offline advertising campaigns and activities that the brand should launch in line with the strategy