The document outlines a communications strategy with three key steps: 1. Define your route to market by choosing no more than 3 ways to reach customers to keep the strategy simple and focused. 2. Map your communications by showing how brand awareness evolves from unestablished to preferred as people learn more about your brand through different messages. 3. Consider key variables like advertising investment, market characteristics, and uniqueness when determining how to highlight your differentiators and unique selling points through weighted messaging over time.

1. “ The single biggest problem with communication
is the illusion that it has taken place”
COMMUNICATIONS STRATEGY

2. Define your
Route to market
Communication Map:
CHOICE
Make a choice to define your route to
market.
Keeps it simple.
Keeps us focused.
Generally no more than 3.

4. communications
Brand
Awareness
Evolu0on
Unestablished
Prompted
Brand
Awareness
Unprompted
Brand
Awareness
Preferred
Brand
High
awareness
of
brand,
and
values
“Hi
my
name
is”
“What
we
do”
“The
0cket
to
the
game”
KEY
DIFFERENTIATORS
“Why
me
…”
NICHE
DIFFERENTIATORS
PR
and
Issues
and
opportuni0es
driven
Brand
Product
Offering
Hygiene
Factors
Communicate
Differentiators
Highlight USP’s
messaging weighting
Key Variables
- Share of voice (Advertising Investment vs Clutter) - Target market characteristics
- How established is the product in market place - Uniqueness of offering

5. communications
Brand
Awareness
Evolu0on
Unestablished
Prompted
Brand
Awareness
Unprompted
Brand
Awareness
Preferred
Brand
High
awareness
of
brand,
and
values
“Hi
my
name
is”
“What
we
do”
“The
0cket
to
the
game”
KEY
DIFFERENTIATORS
“Why
me
…”
NICHE
DIFFERENTIATORS
PR
and
Issues
and
opportuni0es
driven
Brand
Product
Offering
Hygiene
Factors
Communicate
Differentiators
Highlight USP’s
messaging weighting
BRAND
AWARENESS
BRAND
LAUNCH
BRAND
BUILDING
Key Variables
- Share of voice (Advertising Investment vs Clutter) - Target market characteristics
- How established is the product in market place - Uniqueness of offering