Content
- What is a brand platform?
- Why does a business need a brand platform?
- What does a brand platform consist of?
- How to create a brand platform?
What is a brand platform?
A brand platform is a comprehensive and organized description of the concepts, principles, and values that underlie a company. The main tasks of this platform include forming a unique brand identity, creating its distinctive image in the eyes of consumers, and standing out against competitors. For example, IKEA aims to "improve the everyday life of the many people," while Coca-Cola asserts that "real magic happens when people come together and appreciate the things that unite them."
In September 2021, Manolo Arroyo, Chief Marketing Officer of The Coca-Cola Company, presented an updated brand platform, emphasizing that 18 months of the pandemic changed all aspects of life, and it's important to recognize the magic of the moment and strive to make the world a better place. Coca-Cola actively embodies the idea of communication and unity in its advertising communications.
Why does a business need a brand platform?
Developing a brand platform is a key element of successful branding. Here are several reasons why a business should pay attention to this platform:
- Conveying core ideas: A brand platform helps communicate the main philosophical ideas and values of the company to the audience.
- Increasing loyalty: The brand does not just offer a product but also creates a positive experience and emotions, forming an emotional connection with the consumer.
- Expanding market presence: A brand platform facilitates consistent and logical positioning, which is especially important when scaling a business.
- Standing out among competitors: Companies may offer similar products, but those who can identify unique characteristics and communicate them to the audience win.
- Coordinating actions: A brand platform serves as a "roadmap" for all employees, allowing them to understand the company's goals and approaches to customer communication.
What does a brand platform consist of?
Creating a brand platform does not have a universal template; however, there are several key elements that are typically included in its structure:
- Mission: Defines the company's goals and its usefulness to customers and society.
- Brand values: Core ideas that guide work and communication with consumers.
- Archetype: The collective image of the brand that helps build communication with the audience.
- Target audience: Identification of the core target audience the brand works with.
- Positioning: Creates a clear image of the company in the eyes of the consumer, based on meaningful values.
- Unique selling proposition (USP): The main advantage of the company that sets it apart from competitors.
- Brand identity: Includes the name, logo, slogan, and other elements documented in a brand book.
- Tone of voice: The style of communication with clients and partners that helps the audience perceive the brand's values.
- Corporate values: Principles that define internal communications and shape the HR brand.
How to create a brand platform?
Regardless of the business sector, the process of developing a brand platform can be divided into three key steps:
- Brand research: Define the history of your brand, its goals, and its current position in the market.
- Target audience analysis: Identify the needs and expectations of your customers to better understand what they are looking for.
- Competitor evaluation: Study how your competitors interact with the audience and what promotional tools they use.
These steps will help you better understand your brand's mission and values, as well as think through its positioning. In the final stage, it is important to discuss the concept with the team and compile all the data into a single document that will be used in everyday work.