After the strategic session with SOOFT we were able formulate brand values, brand manifesto, value proposition, brand promise, USP and and tone of voice that would help to stand out at the background of the competition. Brand identity sessions include goals setting, generation of key claims and messages, color schemes and visual associations.
We have analyzed the interior design market in the Netherlands and picked 7 companies that have similar values and target audience to SOOFT’s positioning.
We scanned competitors' advertising activity in Google and social networks, and pointed out the opportunities for SOOFT regarding the website, SEO, importance of paid ads, social media positioning, using non-trivial channels in the consumer touchpoint ecosystem (like Pinterest for example).
We identify what kind of content formats are going to be relevant for the target segment, elaborate the content plan for posts, stories, reels, blog-posts. We establish the tone of voice and the way of interaction with the audience.
We provide guidance and examples on how to create and manage content plan to make sure publications come regularly, along with the full guide for organic growth.
As SOOFT is particularly interested in Dutch & English speaking market at the moment, we developed customer persona profiles to be used as a starting point for the promotional campaigns.
Target Audience analysis & Persona Building