The strategic foundation
for breakthrough brands
AN INTRODUCTION TO THE BRAND PLATFORM
In today’s highly competitive, hyper-crowded and rapidly changing world, breaking through the noise requires that companies establish a compelling and defendable positioning in the marketplace, and express the brand’s unique benefits clearly and consistently across a myriad of brand experiences. Doing all of this, and doing it right, is far from easy. Developing a strategic Brand Platform is a great place to start, as it will help ensure that your brand resonates with your target audiences while optimizing your brand building efforts.
what is THE brand platform?
The Brand Platform is an internal strategic document designed to concisely articulate the brand strategy, so that the entire company can align behind its principles and participate in the brand building process. This powerful business tool is meant to inform the development of every brand touchpoint, not just marketing efforts. The objective is to ensure that the brand is considered a guide for decisions at every possible opportunity, including how employees are onboarded, how and why products and services are developed, how the brand comes to life across physical and digital platforms, and much more. As a result, every activity will help move you forward in alignment towards your goals.
Below are some highlights.
For more detailed information, pleased download the Summary Guide at the link at bottom of this article.
THE BRAND PLATFORM ELEMENTS
As can be seen in the diagram above, the Brand Platform framework consists of five separate elements that work together to deliver a powerful strategic foundation for your brand. In its simplest version, each element is expressed in a short sentence, making it easier to remember. The longer version includes a detailed narrative that clarifies the intent of each statement and gives each statement more context.
The arrows indicate that the Brand Positioning is the core statement of the framework, and it is informed by the Brand Purpose. At the base are the Brand Promise, Brand Pillars and Brand Personality, which are the elements that stand in support of the Brand Positioning. As a whole, the Brand Platform becomes the North Star that guides decisions about how the brand can help you reach your business objectives.
DOWNLOAD THE FREE GUIDE
Please feel free to download the Summary Guide to The Brand Platform, which includes more detailed information about each of the five elements as well as examples from breakthrough companies like, Apple, Nike, Starbucks, SAP and others. Also, if you have any questions, please feel free to reach out to us. We’re always happy to help companies interested in reaching their potential.
