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Communication strategy development

We will define the target audience, key messages, and communication channels so that the brand speaks to customers clearly and effectively.

Presentation

In simple terms, what is a communication strategy and why does a business need it

A company’s communication strategy is a part or even an extension of the marketing strategy, responsible for effective communication between the brand and its target audience(s). It includes:

  • increasing brand awareness
  • building emotional connection and loyalty
  • delivering positioning, USP, product, promotional, and other messages
  • differentiating from competitors, including communicating competitive advantages
  • increasing sales of products/services

A communication strategy consists of 2 parts:

Strategic (or rational) answers the questions what? why? to whom? and where? we communicate. It includes:

  • communication objectives
  • analysis, including competitor communication (content mapping)
  • targeting, defining the target audience and customer profile
  • focus and key communication idea
  • brand actions
  • channels and tools
  • communication matrix
  • content and media planning
  • analytics systems and tools

Creative, to understand HOW we communicate with the consumer. It includes:

  • tone of voice
  • key messages (KM)
  • key visual

During the development of KM, we recommend remembering and applying the “Ladder of Benefits”

  • PRODUCT
  • FEATURE
  • ADVANTAGES
  • BENEFIT (RATIONAL)
  • FEELING (EMOTION)

It is also important to remember the communication formula

  • REACH + FREQUENCY + USP + EMOTION

In 1898, American advertising specialist Elmo Lewis created one of the most common models for building communication strategies:

  • AIDA (attention, interest, desire, action)

And here are its modifications:

  • ACCA (attention, comprehension, conviction, action)
  • AIMDA (attention, interest, motive, desire, action)
  • 4P (picture, promise, prove, push)
  • 4A (awareness, attitude, action, action again)
  • DIBABA (desire, identification, bamp, reAction, buy, atmosphere)

What is the difference between marketing and communication strategies? What is missing in a marketing strategy but present in a communication strategy?

Experts usually follow a sequence in developing strategies, where market analysis (customers), trends, technologies, competitors, case studies, as well as positioning and USP development are part of the marketing strategy. More in‑depth competitor communication analysis and other tasks (see above) are part of the brand’s communication strategy.

Developing a communication strategy is a complex and labor‑intensive process that requires a high level of expertise, experience, and deep analysis of marketing processes.

Learn how we developed a communication strategy for ECONIKO – a Ukrainian manufacturer of modular houses with an ambitious eco‑mission

What are the main stages of developing a communication strategy

  • 1

    Setting tasks and goals, market and competitor analysis, internal brand communication audit

  • 2

    Target audience definition: "pain points," selection criteria, and segmentation

  • 3

    Brand identity development: mission, values, archetype, and Tone of Voice

  • 4

    Development of communication logic and core narrative, selection of channels, tools, and methods

  • 5

    Creation of communication matrix and visual attributes

Why choose us for communication strategy development

Strategic approach to every task

Analysis

of the client’s business, competitors, and best practices

Attention to detail

55

unique texts written manually on a single topic for high‑quality SEO

We own 8 projects

18+

years of business experience

How much does communication strategy development cost

  • Basic
    $2000+
    • Competitor analysis and internal brand communication audit
    • Target audience definition: "pain points," selection criteria, and segmentation
    • Archetype and Tone of Voice development
    • Development of communication logic and core narrative
    • Selection of communication channels, tools, and methods
    • Communication matrix creation
  • Advance
    $2500+
    • Comprehensive market and competitor research, and internal brand communication audit
    • Target audience definition: "pain points," selection criteria, and segmentation
    • Brand identity development: mission, values, archetype, and Tone of Voice
    • Development of communication logic and core narrative
    • Selection of communication channels, tools, and methods
    • Communication matrix creation
  • Pro
    $3000+
    • In-depth market and competitor research, and internal brand communication audit
    • Target audience definition: "pain points," selection criteria, and segmentation
    • Brand identity development: mission, values, archetype, and Tone of Voice
    • Development of communication logic and core narrative
    • Selection of communication channels, tools, and methods
    • Creation of communication matrix and visual attributes
    • Roadmap development and performance monitoring system (KPI)

Which specialists are needed for quality communication strategy development

  • Strategist

  • Analyst

  • Marketer

  • Creative

  • Graphic designer

  • Project manager

Our cases

More cases

What else is useful to know about communication strategy development

A communication strategy helps avoid chaotic messaging and ensures consistency of style across all channels. It builds customer trust and makes the brand clear and recognizable. It is a tool that saves resources and increases marketing efficiency.

Developing a communication strategy requires a systematic approach and deep understanding of the audience. At seven mountains, we create strategies that help brands communicate with customers clearly and consistently. We believe that even small companies deserve a professional communication strategy that makes them competitive and valuable.

Without clear communication, a brand gets lost among competitors.
Get a strategy that makes it recognizable, builds trust, and increases sales!

Learn more about our completed projects.
Submit your request in the form below and get an expert consultation!

FAQ

  • Without a strategy, brand messages can be chaotic and contradictory. This reduces customer trust and makes the brand less recognizable. A communication strategy ensures consistency of style and messaging, which increases marketing effectiveness and builds audience loyalty.

  • A marketing strategy defines how to promote a product or service, while a communication strategy defines how to talk to customers. It focuses on messages, tone of voice, and communication channels. It is part of the marketing strategy but describes interaction with the audience in more detail.

  • It usually includes audience analysis, forming key messages, defining tone of voice, choosing communication channels, and an implementation plan. It is a comprehensive document that helps the brand communicate with customers clearly and effectively.

  • A strategy should be reviewed once a year or when significant changes occur in the company or market. For example, if you enter a new market or launch a new product, the communication strategy should be adapted.

  • Yes, even small companies benefit from a communication strategy. It helps avoid chaotic messaging, saves resources, and makes the brand more professional and recognizable.

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