Enhancing Brand Identity Through Strategic Corporate Communication : The Case of FeelsOulu

Abstract

This thesis examines how FeelsOulu use strategic corporate communication to improve its brand identity. FeelsOulu is a newly established dance school in Oulu, Finland. This thesis looks into the significance of standing out in a crowded marketplace and the importance of being genuine when communicating with customers, as it focuses on theories of brand identity and corporate communication literature. FeelsOulu’s unique focus on inclusivity, mental well-being, and community engagement creates its brand identity and lays the foundation for building trust with its stakeholders. In order to capture the details of the views held by stakeholders and the communication methods they engage with; a qualitative methodology was adopted. Semi-structured interviews with one of the founders of FeelsOulu’s and participants provided in-depth perspectives on how values of the dance school were communicated and understood. The findings from the interviews show the importance that FeelsOulu places on building an environment that is safe, non-judgmental, and supports personal growth and emotional well-being. FeelsOulu stands out as more than just a dance school as a result of these values, which are actively promoted through consistent social media communication, real-time messaging and word-of-mouth marketing. In addition, the school has a free youth program that acts as an example of how corporate social responsibility can help to strengthen a positive brand image. This program shows that community efforts that are targeted and motivated by genuine values engage with stakeholders and also strengthens brand loyalty. Based on the analysis of the data gotten from this research, it appears that success of a brand is dependent on consistent messaging, authenticity, and the alignment between the brand values and communication strategies. By applying Kapferer’s Brand Identity Prism and Lasswell’s classical communication model, the study shows how the identity of FeelsOulu is effectively developed and maintained through the use of well-coordinated and inclusive stories. One conclusion that can be drawn from this research is that strategic communication does not only increase the visibility of FeelsOulu as a brand but also creates a long-term relationship with participants. In order to develop a unique and long-term presence in the dance industry, it provides recommendations that can be applied to small and medium-sized schools that are looking to use digital platforms, corporate social responsibility initiatives, and a unified brand story to build a unique and long-lasting presence in the market.