01 — brand Strategy

Whether you have a pre-existing strategy or you’re starting from scratch, your brand strategy is your top-level guide to powerful and impactful communications.

A typical engagement starts with an assessment of your brand — using the tried and true SWOT analysis — including your business or organization’s voice, visual identity, key messaging and digital footprint. 

This assessment helps us work together to set your overarching brand goals. It’s important to create goals that are aspirational, measurable and connected to your business or organization’s high-level strategic goals.

02 — feeder strategies

Once we’ve set your overarching brand goals, the real fun begins. Let’s say that one of your goals is to “create a unified brand voice” so that your business or organization has a consistent and impactful message across all of your outputs. Our teams will work hand-in-hand to create comprehensive brand style guidelines, messaging frameworks and other tactics to achieve your goal.

We call these “feeder strategies” because they feed into the master brand strategy. Examples of feeder strategies include digital engagement, earned media, media partnerships or live events. They each require their own goals, tactics and outcomes, but are governed by the master brand strategy.

03 — Measure your outcomes & Iterate

The communications field is constantly evolving with each media cycle and social media algorithm tweak. What works today may not be optimized for tomorrow’s information environment.

The team at Potomac Public Affairs are data junkies. We spot trends and can accurately predict how content will perform thanks to the countless metrics and KPIs we track. But to continually win successes, experimentation and iteration are key. We can help you segment your audiences in new ways, customize your content and simultaneously test multiple variables to achieve the highest conversion rate every time.