Brand Strategy


Branding is not a logo. It is the sum of all impressions. There is no brand without PR there is no PR without brand strategy.

It starts with what we call our Brand Discovery questionnaire, followed by a Brand Audit – an actionable and generative strategic experience that unearths clarity, sets strong foundations and powers the way a business evolves. We see public relations and brand strategy as one; and find ways to unlock value where it matters most. PR is what turns businesses into brands and branding shapes PRability to its very core.
We start with the origin story of a business and unearth the uniqueness against its purpose and cause. This is how we make PR magic happen. This is an evergreen and sustainable approach to PR.
PR is a critical part of the mix but it is always in the context of the brand as a whole.

A Brand Audit is not re-design of your identity. It has nothing to do with graphic design and everything to do with the communication foundations of the business that affect all outputs in and around a company. A Brand Audit is where we review and refine communications and culture to set new business on the right track from the start or correct and clarify the communications path for existing or mature businesses.

We do this by helping to define your business’s real meaning and point-of-difference. We work through our Brand Audit process and then distill our findings and recommendations into a dossier – a ‘Brand Bible’ that will better map and drive every part of your business.  

Just in the same way you might share one message differently depending on who you’re speaking to; getting clear on your brand positioning ensures consistent communication across all platforms and with consideration to platform appropriateness. i.e. light-hearted, entertaining, authoritative, educational, witty, approachable. Brand positioning considers the industry landscape you’re in and where you fit so that your position within it is clear and available. 

When you know how to say what your business needs to say in the right way, at the right time and to the right people; this is effective brand messaging. Clarity and consistent brand messaging; deeply saddled in purpose is what makes the difference from a business and a brand. This is what builds emotional connection. We find ways to build emotional connection with your audience through expression, which changes slightly depending on the situation and platform. This is the service where we share our insights and strategies to help you reach the people who need what you’ve got most.

We go deep to unearth the definition behind your business so that your brand building and PR foundations are strong, sturdy and infinite. A clear definition of why your brand exists and the value it brings to the world helps you to better align and realise the visions you intend to bring to life. When your organisation’s true meaning, purpose, outputs and experiences all line up so do your ideal customers.

The people who have been waiting for you and your business are out there somewhere, you just need to find them. PR will help you DO this. And it starts with understanding your ideal customer. You can have different ideal customers/clients. You might have a high end product or service and a lower end of the spectrum product or service, which targets two or possibly three different ideal customers.

You might also have a B2B element of your service as well as a B2C stream of service. That’s ok but it’s important to take time to understand these very different ideal customers and adjust your messaging accordingly while sticking with a consistent brand voice. Book us in to help you discover, seek and find your ideal customer.

Leverage our ability to provide you with competitor analysis before you pursue that new business idea or invest in PR and marketing. This is where raraPR is called upon to give you insights on how and where you’re currently placed in the market in context with your competitors. We identify your unique point of difference and value proposition as well as unearth gaps in the market, which help you to identify potential opportunities, inform your product and services offering as well as uncover market trends. A competitor analysis helps to lead you down a path of PR and brand building achievement, efficiency and effectiveness. 

When a business can clearly define what it stands for, what it does and why it exists then it has a much better chance of becoming a brand. And when a business becomes a brand it has the power to shape perception, to influence behaviour and ignite positive word-of-mouth in memorable ways that can last a lifetime.

We facilitate brand strategy workshops to make sure a business has its best chance of being positioned oh so right straight out of the gates. We also strategically review and transform the visual appeal of an existing business that needs some knocking into shape. Brand strategy workshops pave the path for clear direction and ensure all of your brand assets align with your brand position and ideal audience. From in-depth analysis to design and implementation we help people create lasting brand memories that lead to a customer choosing your business over another.

Giving people a WHY to buy is not a nice to do it’s a must. The WHY is deeply centred in service and a greater cause beyond yourself or your business. Getting clear on the ultimate impact you want your business to have on people and the planet is incredibly important to reaching your ideal customer. Your WHY is not the vision or mission or a set of goals.

The WHY (foundations of a home for e.g.) is the cause it’s dedicated to. The VISION is what the house will look like when it’s complete. The MISSION is how you will build and style the house. Knowing your purpose allows you to lead your brand with clear values which in turn builds PR and ultimately an incredibly connected and loyal community who will continue to show up for you. When we give people a reason to buy beyond the person, place or thing this becomes a shared vision that customers take on as their own set of personal values and with it drive your business

We are living in an era of the experience and content economy. It’s one thing to have ideas and be able to strategically generate them; but it’s another thing to be able to execute on them and bring those ideas to life. raraPR is able to generate ideas and execute on them in ways that deliver compelling content to align with your brand and business outcomes. Creative activation can manifest in any way that generates content; be it a campaign shoot, online product shoot, or product lifestyle shoot, in-situ shoot for you or your team or interior or exterior shoot. Creative activation can also include videography, point-of-sale, publicity stunts and special events. Our approach to ideation is to ensure they are thoughtfully linked to the businesses overall. 


About raraPR

raraPR is an Australian public relations, digital marketing and branding agency. We are PR mentors, brand boosters and community creators for business owners, industry leaders and entrepreneurs. What we do goes far beyond the typical PR agency.

Our Ethos
01
We’re a passionate team who thrive on creating content that works. Or in other words, tasteful brand assets that build equity for a business.
02
We’re driven by the purpose, the meaning and the stories behind why a business exists as much as the quality of the product or service.
03
We’re inspired by being around the start-up community, entrepreneurs, intrepreneurs, solopreneurs, creators, makers, thought-leaders, dreamers and seekers willing to go beyond the good for the truly great.
04
The desire to help people take their business to the next level and reach their potential drives everything we do.
05
We get excited about producing innovative and thoughtful PR, digital, social media and design outcomes.
06
We’re at our natural best when we’re connecting talent and bringing communities together inside and outside the company.
07
We collaborate and become a seamless extension of our clients’ team.
08
We see, listen, mentor, educate, inspire, support, direct, provide clarity and instil confidence within our team andour community.
09
We care about providing value, which is the fundamental centrepiece of what we do.
10
We’re all about honesty and integrity, authenticity and transparency. That’s how we roll.