Brand platform analysis; familiarising with brand’s HR-policy; competitors communications analysis, determining of style specificity; communication codes of the target audience; conclusions.
Recommended Tone-of-voice; internal/external communications structure; rules of work with informational occasions; rules of work with negative information; partnership and co-promotion; brand integration: events.
Optionally: section on the website about rules of brand communications.
Result
Document describing style and tone of communication, internal and external communications guidlines, the specifics of reporting on selected topics, the procedure of external communications approval.