In its activities, a business always strives to reach out to the consumer, to win him over.
To do this, brands try to use all possible available methods.
But the question often arises: how to properly convey your main message to the consumer?
Then, brands randomly try the most accessible communication channels: contextual advertising, social networks, PR, partner advertising, personal brand, and much more.
Question: How can a brand identify the appropriate and most effective communication channels?
After conducting a study, we found a correlation between the competition level and communication complexity. Over the past year, based on 16 communication strategies, we have created a unique methodology.
The Communication compass model is an interactive tool for analyzing brand communication compared to competitors’ communication strategies. The framework is based on a positive correlation between the intensity of competition, the size of the business, and the complexity of communication.
The model is filled in, starting with the inner circle, which defines the essence and form of the communication strategy:
– background;
– purpose;
– target audience;
– competitive environment;
– key message;
– KPI.
Next, the model is filled in counterclockwise, starting with direct competitors, then indirect and benchmarks. Competitors should be filled in according to the three levels that are highlighted in the model.
The last stage, taking into account all the analyzed information before, describes the current communication block of the brand itself.
What do we get as a result?
- A full understanding of the picture of communication among different categories of competitors, as well as their interrelationships.
- Determining which channels have maximum competition (and which ones need to be rebuilt), and which channels are not heavily involved, but have potential.
- Identify gaps between the brand and benchmarks, and understand which communication gaps should be leveled.
- Determining the company’s direction of action, while determining the strategy that will take into account the environment.
- The presence of interactivity allows you to identify certain insights that could have been missed earlier.
And finally: the model is universal and has freedom for creativity! So analyze the communications of competitors and the brand, and build the right communication strategy for your customers.