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Brand communication strategy

A communications strategy is the foundation of a creative advertising campaign, in which the key message is expressed through a big idea that integrates creative solutions.

Communication is a way of creating emotional advertising in a company, the goal of which is to build an effective dialogue between the brand and the target audience. Through communication we shape, strengthen and develop brand perception.

order a brand communication strategy

The communication strategy makes it possible to create a high-quality creative that solves the client’s tasks.

Communication strategy helps to:
  • enter a new market
  • launch a new product
  • determine audience segments
  • find growth opportunities
  • unite ad activities into a system
  • get measurable results
  • increase your reputation
  • create added value for your product

Work stages

Step 1. Strategy
Product analysis
Research into the features of the product and its production technology.
Description of the strengths and weaknesses of the product.
Definition of a USP according to the method of John Carlton.
Arrangement of product accents.
Market analysis
Research of general market indicators.
Studying the position of the category and its features.
Description of niche trends.
Competitor analysis
Studying past advertising campaigns.
Research of key messages and values.
Determining the motivation of consumers of each competitor through the Censydiam map.
Systematization of categorical communication features through competitor maps.
Audience analysis
Segmentation of potential consumers through empathy maps.
Preparation of the key message.
Identifying the views, emotions and motivations of the consumer — brand-champion.
Revealing non-obvious consumer motivation - insight.
Preparing the brand’s response — the main communication message in the advertising campaign.
Step 2. Creative
Creative concept
Creating a big idea of the campaign.
Creating the visual concept and creative mechanics.
Forming the customer journey of interact with mechanics.
Step 3. Promotion
Promotion strategy
Formation of media mix.
Identification of interaction tools and targeted actions in channels.
Creating an ecosystem - the interaction between channels and tools.
Project team
head of strategy
Valeria Tyapina
Creates a unified picture of brand development from different data.
creative director
Alexey Molchanov
Makes brands not only beautiful, but also fills them with meanings.
project manager
Maria Surgutskova
Looking not for reasons, but for possibilities for solving each task.
strategist
Yana Bilyuga
Lives by insights, which helps you feel each project better.
head of smm
Anastasia Petrova
Turns projects into streamlined SMM systems.
brand designer
Julia Sukhareva
Thinks in terms of structures and questions, which creates a special order in the projects.
graphic designer
Ilya Obukhov
Creates a mood in projects, and is most immersed in SMM design.
copywriter
Maria Tashchyan
Helps brands speak the language of their audience.
Work result

advertising campaign
A message creatively conveyed through various channels to effectively achieve your goals.
unified direction
A way to emotionally interest consumers and involve them in permanent contact with the brand.
promotion plan
Solutions on how to promote communication using the most effective channels.

Why should you order a strategy?

We use a research approach, studying the hidden motives of the audience, and work out in detail each stage of creation and implementation.

Features of our approach are in-depth analysis and creative thinking. Thanks to them, we unite the brand and its audience into a single organism.

Project examples

AdVita

charity fund strategy

Mark Formelle

clothing stores strategy

My Land

mobile app strategy

Syrobogatov

cheese brand creative ads

How much does it cost?

The cost is determined individually based on a preliminary online/offline briefing with you.

The final cost is defined by the timing, scope, and complexity. Prices start at 7,000 USD.

FAQ

What tools do you use to assess effectiveness?

At the beginning of the process, we define clear objectives — what the communication strategy is meant to achieve. The outcome is measured by answering the question: did we reach the goal, and to what extent?

Does a communication strategy need to be updated?

A communication strategy is typically developed as a one-year action plan. Each year, the company sets new goals and objectives, which are addressed through this strategic framework.

What types of activities are included in the communication strategy plan?

The selection, volume, and frequency of activities depend on the strategic objectives and the available budget.

What does a communication strategy include?

It consists of a core communication idea, a communication matrix, and a year-long activity plan.

How do you determine the tone, style of communication for channels?

We rely on research into the audience, product, competitors, and platform specifics. Based on these insights, we define the appropriate tone of voice and messaging style for each communication channel.

Customer reviews

AdVita
Yulia Paskevich
Head of PR
Our relationship with the ICU team goes beyond partnership—we’ve been more like friends for the past five years. What matters most to us is that the agency shares AdVita Foundation’s values, and they truly listen to and understand our needs. That’s why our joint projects turn out bold, vibrant, and emotionally resonant, helping us connect with our current audience and attract new supporters.
Alfa Leasing
Evgeniya Bespalaya
Marketing Department
We’ve never had this kind of experience with agencies before. As for the result—we were impressed by how accurately the neural network handled a creative task. We really liked the outcome. Based on what we received, we can confidently say this kind of solution will become part of our brand communication.
Syrobogatov
Anna Zakharova
Lead Communications Manager
Working with ICU was a true collaboration—one we’re happy to recommend. The agency team developed a communication strategy for us, diving deep into our brand, our messaging style, and our goals in the market. The entire process was built on trust, respect, and a genuine immersion into our product. Thank you, ICU!
Aloha Browser
Bruce Kurtz
Chief Marketing Officer
Partnering with ICU Agency was a game changer for Aloha Browser. ICU's adept understanding of our brand ethos and market needs translated into a standout advertising campaign, and frankly, they stood out from the other agencies in RFP stage. They blended humor and seriousness effectively, conveying our message on online privacy. Highly recommended for their efficiency and creativity.
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1. General Provisions

This Personal Data Processing Policy is drafted in accordance with the requirements of Federal Law No. 152-FZ dated July 27, 2006, “On Personal Data” (hereinafter referred to as the Personal Data Law) and defines the procedure for processing personal data and the measures taken to ensure the security of personal data by LLC “AISIU+” (hereinafter referred to as the Operator).

1.1. The Operator considers the observance of human and civil rights and freedoms during the processing of personal data, including the protection of the right to privacy, personal and family confidentiality, to be its primary objective and essential condition for carrying out its activities.

1.2. This Policy of the Operator regarding the processing of personal data (hereinafter – the Policy) applies to all information that the Operator may receive about visitors to the website .

2.9. Personal data made publicly available by the subject of personal data – personal data to which the subject has granted access to an unlimited number of persons by giving consent to the processing of personal data made publicly available, in accordance with the procedure established by the Personal Data Law (hereinafter – personal data made publicly available).

2.10. User – any visitor of the website.

7.2. The Operator is also entitled to send the User notifications about new products and services, special offers, and various events. The User may at any time opt out of receiving such informational messages by sending an email to the Operator at hello@icu.agency with the subject “Unsubscribe from notifications about new products, services, and special offers.”

7.3. Anonymized data of Users collected through web analytics services is used to gather information about User behavior on the website, improve the quality of the website, and enhance its content.

8. Legal Grounds for Personal Data Processing

8.1. The legal grounds for the processing of personal data by the Operator are:
– Federal Law “On Information, Information Technologies and Information Protection” No. 149-FZ dated July 27, 2006;
– federal laws and other regulatory legal acts in the field of personal data protection;
– the Users’ consent to the processing of their personal data, including the processing of personal data permitted for distribution.

8.2. The Operator processes the User’s personal data only if it is provided and/or submitted by the User voluntarily through special forms available on the website . By filling out the relevant forms and/or sending their personal data to the Operator, the User consents to this Policy.

8.3. The Operator processes anonymized data about the User if this is permitted in the User’s browser settings (such as enabling the storage of cookies and the use of JavaScript technology).

8.4. The personal data subject independently decides to provide their personal data and gives consent freely, by their own will, and in their own interest.

9. Conditions for Personal Data Processing

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9.2. The processing of personal data is necessary to achieve the purposes provided for by an international treaty of the Russian Federation or by law, as well as to fulfill the functions, powers, and duties imposed on the Operator by the legislation of the Russian Federation.

9.3. The processing of personal data is necessary for the administration of justice, the execution of a court decision, or the decision of another authority or official subject to execution in accordance with the legislation of the Russian Federation on enforcement proceedings.

9.4. The processing of personal data is necessary for the performance of a contract to which the personal data subject is a party, a beneficiary, or a guarantor, or for the conclusion of a contract at the initiative of the personal data subject or a contract under which the personal data subject will be a beneficiary or a guarantor.

9.5. The processing of personal data is necessary for the exercise of the rights and legitimate interests of the Operator or third parties, or for the achievement of socially significant goals, provided that this does not violate the rights and freedoms of the personal data subject.

9.6. Personal data is processed that has been made publicly available by the personal data subject or at their request (hereinafter – publicly available personal data).

9.7. Personal data is processed that is subject to publication or mandatory disclosure in accordance with federal law.
10. Procedure for the Collection, Storage, Transfer, and Other Types of Personal Data Processing

The security of personal data processed by the Operator is ensured through the implementation of legal, organizational, and technical measures necessary to fully comply with the requirements of current legislation in the field of personal data protection.

10.1. The Operator ensures the safekeeping of personal data and takes all possible measures to prevent unauthorized access to personal data.

10.2. The User’s personal data will never, under any circumstances, be transferred to third parties, except in cases related to the fulfillment of applicable legislation or if the personal data subject has given the Operator consent to transfer the data to a third party for the purpose of fulfilling obligations under a civil law contract.

10.3. If any inaccuracies in the personal data are identified, the User may update them independently by sending a notification to the Operator at the email address hello@icu.agency with the subject line “Personal Data Update.”

10.4. The period of personal data processing is determined by the achievement of the purposes for which the personal data was collected, unless a different period is specified by contract or applicable law. The User may withdraw their consent to the processing of personal data at any time by sending a notification to the Operator via email at hello@icu.agency with the subject line “Withdrawal of Consent to Personal Data Processing.”

10.5. All information collected by third-party services, including payment systems, communication tools, and other service providers, is stored and processed by those parties (Operators) in accordance with their own User Agreements and Privacy Policies. The personal data subject and/or User is solely responsible for reviewing such documents in a timely manner. The Operator is not responsible for the actions of third parties, including the service providers mentioned in this clause.

10.6. Any restrictions established by the personal data subject on the transfer (except access), processing, or conditions of processing (except access) of personal data permitted for distribution do not apply in cases where personal data is processed for state, public, or other socially significant interests as defined by the legislation of the Russian Federation.
10.7. The Operator ensures the confidentiality of personal data during processing.

10.8. The Operator stores personal data in a form that allows identification of the personal data subject for no longer than is necessary to achieve the purposes of personal data processing, unless a longer storage period is established by federal law or a contract to which the personal data subject is a party, beneficiary, or guarantor.

10.9. The grounds for termination of personal data processing may include the achievement of the processing purposes, the expiration of the data subject’s consent, the withdrawal of consent by the personal data subject, or the identification of unlawful processing of personal data.

11. List of Actions Performed by the Operator with Collected Personal Data

11.1. The Operator carries out the collection, recording, systematization, accumulation, storage, clarification (updating, modification), retrieval, use, transfer (distribution, provision, access), depersonalization, blocking, deletion, and destruction of personal data.

11.2. The Operator performs automated processing of personal data with the receipt and/or transfer of the obtained information via information and telecommunication networks or without such transfer.

12. Cross-Border Transfer of Personal Data

12.1. Before initiating the cross-border transfer of personal data, the Operator must ensure that the foreign country to which the data is to be transferred provides reliable protection of the rights of personal data subjects.

12.2. Cross-border transfer of personal data to foreign countries that do not meet the above requirements may only occur if there is written consent from the personal data subject for the cross-border transfer of their personal data and/or for the execution of a contract to which the personal data subject is a party.

13. Confidentiality of Personal Data

The Operator and other individuals who have access to personal data are obligated not to disclose or distribute personal data to third parties without the consent of the personal data subject, unless otherwise required by federal law.

14. Final Provisions

14.1. The User can obtain any clarifications regarding the processing of their personal data by contacting the Operator via email at hello@icu.agency.

14.2. Any changes to the Operator’s personal data processing policy will be reflected in this document. The Policy is valid indefinitely until replaced by a new version.
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