Communication study

Access activities to the brand universe

After the communication diagnosis, Cabrun! conducts what we call access activities to the brand universe. They are fundamental to better understand a company’s value proposition, its audience profile and the brand differentials that will serve as guidelines for the communication strategy. This process has proven to be an effective way to get critical information from company partners and/or Communication, Marketing and Sales teams, which will then become the foundation for our copywriting services, as key to ensure consistency in content marketing, brand essence and results.

Activities are selected according to the client profile and are mostly inspired by design thinking proposals. Our main activities include:

Personas

Personas are fictitious profiles that represent a specific group of people based on a common interest. We raise information about the persona that represents the dream customer to give life to these characters. The idea is to understand the kind of content that satisfies their needs and attracts them.

Users’ life-cycle mapping

This is a holistic view of the relationship between user and service provider. It can include a series of user journeys over time, from the moment of the first contact with the product or service to when they acquire or stop using it. It also helps find bottlenecks in content marketing.

Besides design thinking activities, we carry other exploratory processes, such as:

Archetype Game

Archetypes can make it easier to understand a brand and why it attracts certain consumers, or in this case, supporters. An archetype-based brand approach  helps humanize the business. We use letters from Archetypes in Branding – A Toolkit for Creatives and Strategists as our foundation, by Margaret Hartwell Pott and Joshua C. Chen.

Netnography

We often complement persona activity with netnography, an immersion into web groups and communities that gathers the desired personas. By observing these people’s online behavior, we raise ideas for content marketing. This is highly recommended for brand launch campaigns or projects aimed at new audiences.