What is brand platform?
Usually the concept of brand platforms is presented as a kind of a set of tools, concepts and strategies aimed at working with a particular brand, company or corporation. In a way, it is a kind of vector of development strategy direction, around which the whole concept of a ready-made brand is built.
If to speak in a more understandable language, by such platform we mean the basic principle of brand idea formation. Its focus is on a certain group of people, associations, image.
Brand-platform is like the foundation on which your company will be built. The success of the whole business will depend on its quality, strength and stability.
The need for a brand platform
This platform is a fundamental even driving force of your company’s marketing strategy. Thanks to it, you can:
- create the image of the enterprise in the desired format;
- increase the popularity and recognition of your brand;
- to attract more potential customers;
- to raise the attractiveness of the enterprise;
- ahead of its competitors, leaving them far behind;
- strengthen its position in the market;
- to find reliable partners.
If you are thinking about creating your own brand platform and successfully implementing it into your business, both processes are combined in our turnkey sales funnel development service.
How to create a brand platform?
Here are the steps to build a brand platform:
- Define your brand’s values, mission, and vision.
- Know your target audience: understand your audience’s needs, preferences, and behaviors.
- Conduct market research: study your competitors, market trends, and customer feedback.
- Create a unique brand positioning: present your brand as different from your competitors.
- Create a brand voice and tone of voice: define the personality and style you will use to communicate your brand.
- Create a visual identity: create a logo, color scheme, and design elements representing your brand.
- Define your brand message: create a clear, consistent, concise statement that conveys your brand’s value proposition.
- Apply design across all touchpoints: ensure that your visual identity and message are consistent across all touch points, including your website, packaging, and marketing materials.
- Test and refine: test and refine the design regularly to ensure that it effectively communicates your brand and resonates with your target audience.
Why a brand platform?
A brand platform is needed for several reasons:
- Clarity: it clarifies your brand’s purpose, values, and message.
- Consistency: a brand platform ensures consistent communication and perception of your brand across all touch points.
- Differentiation: helps differentiate your brand from the competition and positions it uniquely in the market.
- Relevance: by understanding your target audience and market trends, the brand platform ensures that your brand remains relevant to your customers.
- Trust: A well-designed brand platform creates trust and credibility with your target audience.
- Decision guidance: the brand platform guides all decisions, from product development to marketing initiatives.
- Long-term value: a solid brand platform contributes to your business’s long-term success and growth.
Brand platform components
The structure of the brand platform depends on the specific company and the chosen strategy building model. However, its standard form looks like this:
- The core of the brand (mission). What a particular company was created for and what it does;
- The goals of the brand. General philosophy of the company, character system of values, goal;
- Brand content. In what areas the company has achieved success, what are its strengths and what benefits can potential customers;
- Keywords. Associations, emotions and words that potential customers come into contact with brand symbols;
- Favorable offer. What makes you different from your competitors;
- Outstanding personality. PR of the company owner. His life story, and why he can be trusted;
- Legend. Amazing history of company creation;
- Style. Special font, colors, music, logo;
- Research and analysis. Study of competitors and target groups.
To ensure a guaranteed result, all components must be used without neglecting individual elements.
Terms of brand-platforms implementation
Usually, the development of a brand platform does not take much time. With a comprehensive approach, the entire project can be completed in a couple of months. However, it should be understood that the implementation of the obtained result is a long process.
The company is not able to become a famous brand in just one day. This is the way after years of work of a large number of investments in promotion. The platform itself is designed to simplify and accelerate this process. Therefore, if you follow all its requirements, the result will be guaranteed.
It is very important to use the information based on the platform for its intended purpose. Send to partners, train employees, pass on to investors and contribute to the marketing strategy as mandatory. So you accelerate the process of building your brand.
Examples of brand-platforms of different companies
For general understanding, we offer you an example of brand platforms implemented by other companies that have achieved success. In doing so, we will consider their constituent elements:
- The essence of Starbucks – daily moments of pleasure;
- Amazon’s mission is to provide space for all shopping;
- Nike content – sports and sportswear, distinguished by quality and convenience;
- The main words McDonalds – fast, burger, delicious;
- Profitable offer of Vans – shoes especially for skateboarders;
- Outstanding personality of Apple – promotion of Steve Jobs;
- The legend of Pampers – came up with a kind and caring grandfather;
- Heineken Style – recognizable letter font on a green background with a red star.
Try to identify such components from well-known brands, and you will understand that the predecessor of such popularity was the platform.
The need to quickly create your own brand platform
In the realities of modern business, there is no such thing as time of need. It is unacceptable to carry over to the future what should be implemented today. This is an unforgivable mistake of some domestic companies, which are used to working under the old schemes, cost them dearly.
In the age of information technology, your competitors get the same knowledge as you. At the level of awareness, everyone is equal. Therefore, only the one who is the first to act will win.
The difference of the brand is that it is always ready to adapt to the changing market. To introduce new developments and use modern technologies. This also applies to the marketing sphere.
Logical business development based on brand platform
By spending time and money to create a brand platform, you will get much more. The received document, the result of marketing research and brand development, can be constantly used in work, planning different events or setting primary development goals. Also, you do not have to create new advertising projects, as you will already have everything you need. This platform will create a solid foundation for building a successful business. It is the platform that will help to bring your brand into the category of recognized and popular.