Brand platform: definition, creation, and example

In an increasingly competitive economic environment, companies must stand out from the competition at all costs.

Summary

Creating a brand platform has become an essential step today to building a strong brand, with a unique and recognizable brand identity, which allows you to build strong relationships with your customers over time.

But to define an effective brand strategy and position your company as a recognizable player within your industry, you need to set your sights on a specific direction.

And this is precisely the mission of your teams in charge of communication and marketing: to create a distinct brand personality.

A brand platform is a tool that serves as a guide to guide and build a coherent marketing strategy.

But, what are the elements of a solid brand platform? What are the steps to follow to build one? This is what we propose to discover in the rest of this article.

But first, let’s focus on the definition of the term “brand platform”.

What is a brand platform?

A brand platform is a synthetic document intended to compile all the elements that make up the DNA and philosophy of your brand, both visually and in terms of ideas.

It is a kind of essential strategic backbone for thinking and designing a coherent brand identity, and it is presented in the form of a brand book (brand book), within which all the specificities that make your brand unique on the market are defined and formalized.

It is also a prerequisite for the design of your communication plan and the development of your marketing strategy.

What is a brand platform for?

The brand platform serves as a reference point for internal and external stakeholders of your company. It centralizes all the branding elements that create the value of your brand.

It can be used for the following purposes :

Coordinate communication actions

A brand platform is a document whose content explains how your brand should be perceived. This is a roadmap designed to provide comprehensive guidelines for all stakeholders working with your brand, whether it’s your marketing team or the communications agency you collaborate with.

A brand platform guarantees the consistency of your messages, your content, your image, and the marketing actions that contribute to the desired positioning of your brand.

Promote the commitment of your teams and employees

The brand platform is a document that materializes a common business vision: it provides context and provides valuable information about the history, values, and objectives of your company or organization.

Thus, it represents a useful tool in order to unite your teams around a set of shared values, and it is a source of motivation and inspiration for their work.

Thanks to the creation of a brand platform, it is a concrete corporate culture that will be infused into all aspects of the internal communication of your business, which will have as a corollary the strengthening of the feeling of belonging to the brand.

Boost the attractiveness of your brand in the eyes of your target audience

To stand out from your main competitors, you need to send distinctive, clear, and impactful messages to your target audience.

These messages and your entire communication should “speak” to your prospects and customers, and position your brand as their priority choice.

A coherent and unique brand message is essential to living up to your positioning strategy. Your brand must communicate its positioning unambiguously to improve its visibility on the market.

Your customers don’t just buy a product or a service, they expect an immersive experience and a satisfying and original shopping experience.

This is good because a well-defined brand platform will help your company define the customer experience you want to offer.

The key elements to consider when creating a brand platform :

Before thinking about creating your brand platform, you need to gather several essential elements, which are listed below :

1- The mission of your brand

Called a “vision statement” in English, and sometimes a “vision statement” in French, the mission defined by your company aims to describe the ideal future envisaged for your brand.

This statement should include what your brand would like to achieve in terms of short-term and long-term goals. You can simply create a “vision statement” by writing a sentence or two that contains specific wording that is relevant to your target audience.

Try to make your mission ambitious and inspiring, including a goal that can unify all the driving forces of your company.

2- Your brand objectives

This is the part of the brand platform where you can define your target audience, link your company’s goals to the marketing strategy, and set a schedule for all the goals you want to achieve.

This part of your brand platform can also include all the strategies that your company wants to use to increase its brand awareness (social networks, digital advertising, content marketing, sending a newsletter, etc.), including the sales methods used, the development of your online presence, etc.

You can also include in this part how you plan to measure and evaluate your results.

3- Your target audience

The target audience is the consumer group that a company identifies as its potential customers who are most likely to buy its products or services.

You can use this section of your brand platform not only to list your target audience but also to determine and refine another target audience for a new product or brand that you want to launch.

When a company understands its target audience, it can adapt its offer and marketing strategy to attract a new audience and grow.

4- Your core values

The fundamental values, called “Core values” in English, are represented by a list of values or beliefs that a company may have.

These fundamental values are closely linked to the main actions that a company can take during its history, and which guide its future decisions.

Your company can determine its core values by listing its value proposition, personality and goals.

For example, you can choose to focus on values of integrity, respect, and responsibility towards your customers, taking into account the needs of your customers, asking them for frequent opinions and feedback, and empowering your employees.

5- Your brand positioning

Brand positioning is the part of the brand platform where you can describe your distinctive positioning in the market.

A solid brand positioning strategy should include research on your target audience, the problems you plan to solve through your products or services, and a statement that clearly shows what the company offers and why it offers it.

6- Your value proposition

A value proposition is a statement that summarizes the positioning of a brand and explains why consumers should choose it, compared to its competitors.

The value proposition should communicate the clearest benefit that customers will be able to benefit from using your products or services.

In this part of your brand platform, you will need to describe in detail the main problem — or “pain point” — of the customer that your offer is able to solve.

For example, if your brand designs and markets business management software, you will need to explain how your product will facilitate the fulfillment of management tasks and improve customer results.

7- Your brand promise

A brand promise — or “Brand Promise” – describes the added value that companies offer to their customers.

It can include how you plan to cultivate trust between your company and your customers.

The brand promise is also to be a part of your brand platform that is effective in showing stakeholders how to manage their expectations regarding your company and its future products.

An effective brand promise must clearly identify its customer base, identify its value and create a simple promise that aligns with a global brand strategy.

8- The presentations of your products

A product presentation template has the function of providing details about the different stages of development of a product. This can include all the methods that your company has used to create a product, from brainstorming to design, to marketing.

These product presentations should be thought of as description sheets that detail important information about your products, including their value to customers.

In this part of your brand platform, for example, you can include information about the main advantages and characteristics of the products you market.

9- The plan of your production pipeline

The plan of your production pipeline should include all the steps and actions that your company will implement in order to maximize the efficiency of the creation of your products.

This can include the stages of development, testing, mass production, and launch of a product.

This section can therefore include details about your suppliers of raw materials, the machines and tools that may be needed, and the methods of transporting the finished products from the factory to the distribution centers.

The plan of your production pipeline can also include the details of marketing your products to consumers, whether through your own stores or other means, such as a distribution network or an e-commerce platform.

10- The voice of your brand

The brand voice, or “Brand Voice”, is the coherent expression of your brand’s message and its values. It must therefore integrate the personality of your brand and it manifests itself through writing.

In the brand voice, you can include a list of characteristics related to the style, tone, and personality that you want to use in your communication, such as the vocabulary that should be used in your advertisements.

The goal is to focus on the characteristics for which you want your company to be known and which correspond to its values. This section can also explain how your brand’s values and intentions align with those of other brands that have been successful in the same industry.

11- A SWOT analysis

A SWOT analysis (strength, weakness, opportunity, and threat) aims to review the strengths, weaknesses, and opportunities of a company, as well as the threats that lie in wait for it.

It is a document that is used to evaluate the performance of your company.

When developing a new brand, a SWOT analysis can help you determine if your project is viable, and indicate what advantages and disadvantages you will encounter.

Business leaders usually perform a SWOT analysis by researching their business positioning, their industry, and the state of the market, and by creating lists for each of the four components of the analysis.

12- Your marketing strategy

A marketing strategy is the action plan that a company uses to promote and sell its products or services. The purpose of creating an effective marketing strategy is to develop the awareness of a product or service among your target audience.

It can also allow you to streamline your product development by creating clear goals.

A marketing strategy can include the promotional tactics that your company will use to advertise and improve the visibility of your brand on online and offline media.

13- The brand experience

By brand experience, we mean all the sensations, impressions, reactions, and feelings that your brand causes in your target audience.

The brand experience can describe the lasting impression that remains with a prospect or customer after they have engaged with your brand.

In this part of your brand platform, don’t hesitate to include tactics and strategies that can allow you to create memorable brand experiences that strengthen audience engagement.

14- The personality of your brand

Brand personality refers to a set of characteristics that a company or organization lists to influence the way it wants people to perceive its products and services. A company’s brand personality can reflect its mission by creating a set of psychological, emotional, or physical responses in its target audience.

15- The elevator pitch

The “elevator pitch” is a concise pitch for stakeholders, which aims to describe your brand in a few sentences, in an interesting, striking, and succinct way. It will allow your company to quickly explain what makes its brand and its products unique, in particular by describing the solutions offered by your brand to meet the problems of your target audience.

16- A company slogan

A company slogan consists of only a few words, which will allow the public to identify your brand immediately. We can think of the slogan as a miniature mission statement.

The slogan is a basic element for deploying effective advertising campaigns, and if it is well thought out, your customers will instantly associate it with your company’s brand image when they see or hear it.

17- Your visual identity

In the “visual identity” part of your brand platform, you must include your logo, your visuals, your typography, and your colors. The visual identity is used to create a coherent visual language that can be used in your campaigns.

This is one of the main assets that you have in hand to distinguish your company from the competition.

How to build your brand platform?

Now that you have what elements to include in your brand platform, let’s see concretely how to create it, following three essential steps.

1- Internal audit

The construction of your brand platform begins with an internet audit, which will allow you to identify all the elements that make your brand special and unique.

This internal audit concerns all departments and departments of your company, which must actively participate in creating the backbone of your communication.

It is the company’s decision-makers who must launch the internal audit and set the strategic vision of the brand as well as its positioning vis-à-vis competing companies.

Then collect the impressions and ideas of the company’s employees, in order to identify the strong values of your brand. To do this, you can organize meetings for each department, and then compile all the remarks to define what characterizes your company.

2- Analysis of the collected data

However, all the data collected must be analyzed to take advantage of it. This is an essential step to make sense of the information you have collected, which will then have to be organized.

It is likely that you will observe disparities in the remarks collected within your different departments. It is for this reason that you must first compare the different returns obtained, in order to cross your data and identify the elements and ideas that come back most often.

It is from this synthesis that your brand platform will be born.

Several tools and methods can be used to obtain this global vision of your brand. Kapferer’s brand prism, for example, is an analysis tool that takes the form of a hexagon with 6 constituent elements: the physical, the relationship, the reflection, the personality, the culture, and the mentalization.

This can be an interesting solution to classify and structure the results of your surveys efficiently.

3- The design of your brand platform

Once your data is structured, it remains to materialize your entire approach by creating your brand platform in the form of a document. If the first two steps are important, this one should be the object of your full attention, because it can ultimately guarantee the success of your brand, provided that your analysis work is relevant.

To format all this information, sometimes abrupt, call on your best copywriters or even a communication agency specializing in the creation of brand platforms.

Use the power of storytelling to give a natural side to your texts and increase their marketing impact. You must ensure that each phrase or element of your Brandbook flows from the source and appears as authentic as possible, for example by following the rich history of your company, while integrating the results seen in the audit phase.

Each word must be carefully chosen and your entire document must have a coherent semantic field that is attractive to stakeholders.

Once your brand platform has been finalized, it’s time to share it with your teams, your partners, your prospects, and customers. What could be better than your website to make this document public?

Thus, you will need to provide on your site a page dedicated to your brand platform.

During this time, your brand platform can be integrated internally into your communication plan and your company’s graphic charter. You may also need to review some elements of your visual identity so that they correspond to the criteria defined by your new brand platform.

An example of a successful brand platform

Finally, here is an example of a perfectly successful brand platform provided to us by one of the most famous mineral water brands in the world: Evian

For the creation of its brand platform, Évian begins by defining five strategic pieces of information: the vision (the company’s ideas about the sector of activity concerned), the mission (the means implemented to achieve the defined objectives), the promise (the added value of the product or service), the values (the commitments and the rules that guide the operation of the company) and the style (set of visual elements that give an indication of the brand’s personality).

So here is the image that Evian wants to highlight with its brand platform

  • Vision: ensuring the good health of consumers through water
  • Mission: the quest for well-being
  • Promise: source of youth
  • Values: naturalness, purity, transparency
  • Style: mineral, refined, always accompanied by the image of the mountains to highlight the source of the water

Leave a Comment

Your email address will not be published.