Substantia develops communication strategies that are focused on creating solutions to concrete challenges and promoting business goals. We integrate communication tools to lift business strategies and support them with specialized sub-strategies that bring together business, organization, and communication. The strategies can have different names – growth strategy, market strategy, competence strategy, development strategy – but what they have in common is that they provide the long-term starting point for short-term tactics and everyday concrete actions.
The specific purposes of the strategy must be defined clearly in advance but typically include:
- Common language – the basic narrative: a shared picture of identity, strengths, and opportunities.
- Common direction – the vision: to find a new and strong focus across business areas.
- Reputation and position – branding: to strengthen the company’s reputation in a subsequent communication effort.
We also develop communication strategies and plans. The communication strategy can in principle assume several names (including, for example, communication platform, brand strategy, brand platform), where the specific choice is to some extent determined by the customer’s and project’s preferences, culture, traditions.
The communication strategy is the overarching strategy that supports the business strategy and is the common denominator for, among other things, brand definition, basic narrative, marketing and communication plans, etc.
The fundamental content can and should thus include:
- Situational analysis
- Goals, target groups, and stakeholders
- Name
- Positioning
- Basic narrative, landmarks, and message hierarchies
- Platforms, media, and channels
- Implementation, anchoring, organization
- Evaluation