At Impression, all of our PR strategies are developed off the back of our B.R.I.C framework.
BRIC is a process designed to understand our client’s business through to the customer, their motivations and challenges, through data. The process ensures we can hold our ideas to account, ensure their relevance and build effective customer personas, to make sure that they work hand-in-hand for our client’s objectives.
Brand
Here, we work to understand the brand itself, what are the current perceptions of the brand, how it’s portrayed and how consumers currently react to it. This is based on the sentiment of the brand currently, how the service or product is being reviewed, or how it’s communicated across socials.
Resonance
Resonance digs into the topics that our customers engage with and care about. By viewing sites with high-affinity (e.g. the sites that customers visit on the same day as yours) we can start to build a picture of topics likely to resonate. Natural language processing can help to identify the topics on these sites specifically, further informing the broader picture.
Issues
All PR strategies should solve an issue that relates to the customer, but we have to understand these issues first. A customer census is an effective way to dig into issues, or interviewing a handful of customers directly. We can also deduce issues from industry research and publications. After painting a picture of the issues, we can use this to take effective avenues to ideation and produce ideas that will have a real impact.
Customer
By using the data above, we can begin crafting a picture of the customer, building out clear and defined personas. We understand the issues, topics that resonate and how they may be reacting to the brand and with that understanding we can create an accurate view of those we need to connect with through our PR strategy.
This process ensures our ideation sessions and ideas are held accountable and given strategic direction and confines when we enter the process. It’s a helpful tool to ensure relevance and to keep the customer and their challenges at the core of our work.
Successful use of the BRIC framework led to this work we carried out for Marmalade which had understanding and relevance at its core.
