Design is the second step in the communication process. In this step you create a communication strategy that includes communication objectives, audience segmentation, program approaches, channel selection, a monitoring and evaluation plan, and implementation plan.
How to Create a Brand Strategy Part 1: Using Audience Insight to Drive Your Brand
Audience insight refers to an understanding of the emotional motivations and needs of the audience. An insight goes beyond descriptive demographic data, such as age, gender or income level, and describes a key piece of information about how the audience feels in relation to a specific product, service or behavior. An audience insight statement is comprised of two fundamental components: A summary of the understanding of the audience’s identified needs, and the key problem they have faced trying to fulfill this need.
A channel mix plan for a social and behavior change communication (SBCC) program is a strategic document that identifies the types of communication channels that best reach the priority audience to deliver the messages and the optimal blend of channels that maximizes reach and effectiveness of the messages. Ultimately, the channel mix selected for the program depends on the communication landscape, audience characteristics, the program’s objectives and messages, reach and intensity, and budget.
Logic models are program planning tools that define the inputs, outputs, outcomes of a program in order to explain the thinking behind program design and show how specific program activities lead to desired results. Defining inputs, outputs, and outcomes early in program planning ensures a deliberate flow of activity to results. Logic models are visual tools that can help programs create action plans for activities. They also help program implementers see the way in which the individual pieces fit into larger program objectives and goals.
A monitoring and evaluation (M&E) plan is a document that helps to track and assess the results of the interventions throughout the life of a program. It is a living document that should be referred to and updated on a regular basis. While the specifics of each program’s M&E plan will look different, they should all follow the same basic structure and include the same key elements.
Materials are a primary means by which health programs deliver social and behavior change communication (SBCC) messages. There are many types of SBCC materials, including printed brochures, the script for a television advertisement, a guide for facilitating a group discussion, a Facebook page or an Internet-based game. Materials development brings together the most effective messages with materials for the best combination of channels – the channel mix – in order to reach and influence the priority audiences.
A creative brief is a short, written document used by project managers and creative professionals to guide the development of creative materials (e.g. drama, film, visual design, narrative copy, advertising, websites, slogans) to be used in communication campaigns. Usually, it is no more than two pages in length, sets the direction, defines the audience(s), focuses on the key messages and shows the desired results for an SBCC campaign or materials.
Indicators are tools used to measure Social Behavior Change Communication (SBCC) program progress. They are used to assess the state of a program by defining its characteristics or variables, and then tracking changes in those characteristics over time or between groups. Clear indicators are the basis of any effective monitoring and evaluation system.
A stakeholder workshop is one way to engage stakeholders – those who are affected by, have a direct interest in, or are somehow involved with the problem identified during the situation analysis – and gatekeepers – those who control access to people or resources needed – when developing a social and behavior change communication (SBCC) strategy. The program team invites stakeholders and gatekeepers to a short workshop to seek their input on the proposed program or to achieve consensus.
How to Create a Brand Strategy Part 2: Developing Positioning for a Branded Product, Service or Behavior
Brand positioning is the identification and promotion of the most important and unique benefit that the product/service/behavior represents in the mind of the audience. It identifies what is unique and compelling about the brand, and how the brand is different from the competition. Positioning helps an SBCC program be perceived in a positive light by the audience. Positioning, however, is ‘behind the scenes.’ While it guides the marketing strategy, it is never explicitly stated in external marketing materials.
How to Create a Brand Strategy Part 3: Developing the Personality and Look of the Brand
The brand personality is a description of the brand, expressed in two to four adjectives, as if it were a person, such as friendly, bold, smart or confident. The personality is used to shape the tone and voice for all brand communication, including advertisements, packaging and the brand name. Brand execution is the material components of a brand – logos, colors, fonts, the ‘look and feel’ – that differentiate a brand in the mind of the audience. Execution is designed to take the product, service or behavior, and create a desired image and perception around it. The executional elements should complement the brand positioning and personality. Developing the executional elements is the last step in developing a brand strategy.