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Brand Strategy
Brand Identity
Brand Clarity
Brand Positioning
Brand Building
Brand Strategy
Brand Identity
Brand Clarity
Brand Positioning
Brand Building
ARTICLE #86
Brand Platform: Why is it important and how to build it?
Brand Strategy
Brand Identity
Brand Clarity
Brand Positioning
Brand Building
Brand Strategy
Brand Identity
Brand Clarity
Brand Clarity
Brand Positioning
Brand Building
Written by:
6 min read
Updated on: August 14, 2024
Samson Mosilily
Senior Regional Manager
African Market, Regional Management, Growth
Samson Mosilily
Senior Regional Manager
African Market, Regional Management, Growth
When you run a small business with just a handful of people, keeping your branding, messaging, and marketing all in sync feels almost effortless. But as the company gains ground, your team gets bigger, and the marketing plan stretches, chaos can creep in. Suddenly, brand identity starts to fray. That’s when you’ll want a brand platform.
A brand platform shakes up how you manage your brand assets and guidelines. Instead of juggling multiple folders, tools, and random chat threads, you’ll have everything in one tidy digital home. Some brands set it up themselves, using their house-style brand guidelines, while others lean on an agency’s expertise. Whichever route you pick, you’ll be better equipped to keep things consistent—even as your organisation scales.
When you run a small business with just a handful of people, keeping your branding, messaging, and marketing all in sync feels almost effortless. But as the company gains ground, your team gets bigger, and the marketing plan stretches, chaos can creep in. Suddenly, brand identity starts to fray. That’s when you’ll want a brand platform.
A brand platform shakes up how you manage your brand assets and guidelines. Instead of juggling multiple folders, tools, and random chat threads, you’ll have everything in one tidy digital home. Some brands set it up themselves, using their house-style brand guidelines, while others lean on an agency’s expertise. Whichever route you pick, you’ll be better equipped to keep things consistent—even as your organisation scales.
What is a brand platform?
What is a brand platform?
Consider it as a guiding framework—a strategic and centralised source of truth for your brand. It merges key details like brand guidelines, collaboration features, and digital asset management into one system. Often called a brand portal, it ensures everyone knows how the brand should look, feel, and even talk.
Armed with solid tools and services, a brand platform helps you polish your deliverables and create a cohesive brand identity in the eyes of your customers.
Consider it as a guiding framework—a strategic and centralised source of truth for your brand. It merges key details like brand guidelines, collaboration features, and digital asset management into one system. Often called a brand portal, it ensures everyone knows how the brand should look, feel, and even talk.
Armed with solid tools and services, a brand platform helps you polish your deliverables and create a cohesive brand identity in the eyes of your customers.
Why is it important to build a brand platform?
A brand platform is particularly valuable for multi-brand enterprises. When you’re juggling different brand identities, marketing teams, and regional markets, having one central solution to manage all brand elements can save enormous hassle. Here’s a closer look at its advantages:
Achieve brand clarity
A brand platform crystallises your brand’s core idea. Take Coca-Cola as an example: they’ve long been associated with “happiness,” weaving it into their slogans (like Open Happiness) and interactive experiences. A brand platform does the same for you—pinpointing that singular message you want to project.
Ensure brand proposition
Marketers often wrestle with conflicting narratives, be they positioning statements, advertising angles, or PR tactics. A brand platform reigns in these scattered bits under one unified story, simplifying communication and making sure your brand evolves smoothly without losing its core.
Accelerate brand salience
“Salience” describes how quickly people recall your brand when a buying moment arises. If someone’s mind leaps straight to Nike when they need sports gear, that’s strong brand salience. A strategic platform can keep you top of mind in a similar way—turning your brand into the immediate “best choice” for customers.
Cultivate positive brand association
A brand platform typically embodies a philosophical stance—an ideal your company advocates. Guinness’s Made of Black celebrates originality; Coca-Cola’s Real Magic Happens When People Come Together highlights shared experiences. Platforms like these foster a positive emotional tie to the brand, creating impressions of quality and trustworthiness.
Increase brand loyalty
Consistency speaks volumes. When customers believe in your vision—and see it reflected in every single message—they’re more inclined to stick around. With a solid brand platform, your business feels more relatable, sparking an “us” feeling that secures loyalty over time.
A brand platform is particularly valuable for multi-brand enterprises. When you’re juggling different brand identities, marketing teams, and regional markets, having one central solution to manage all brand elements can save enormous hassle. Here’s a closer look at its advantages:
Achieve brand clarity
A brand platform crystallises your brand’s core idea. Take Coca-Cola as an example: they’ve long been associated with “happiness,” weaving it into their slogans (like Open Happiness) and interactive experiences. A brand platform does the same for you—pinpointing that singular message you want to project.
Ensure brand proposition
Marketers often wrestle with conflicting narratives, be they positioning statements, advertising angles, or PR tactics. A brand platform reigns in these scattered bits under one unified story, simplifying communication and making sure your brand evolves smoothly without losing its core.
Accelerate brand salience
“Salience” describes how quickly people recall your brand when a buying moment arises. If someone’s mind leaps straight to Nike when they need sports gear, that’s strong brand salience. A strategic platform can keep you top of mind in a similar way—turning your brand into the immediate “best choice” for customers.
Cultivate positive brand association
A brand platform typically embodies a philosophical stance—an ideal your company advocates. Guinness’s Made of Black celebrates originality; Coca-Cola’s Real Magic Happens When People Come Together highlights shared experiences. Platforms like these foster a positive emotional tie to the brand, creating impressions of quality and trustworthiness.
Increase brand loyalty
Consistency speaks volumes. When customers believe in your vision—and see it reflected in every single message—they’re more inclined to stick around. With a solid brand platform, your business feels more relatable, sparking an “us” feeling that secures loyalty over time.
How to build a brand platform?
Creating a brand platform is more than throwing together a clever slogan or messing around with fashionable colours. It's creating the very essence of your brand, your purpose, personality, and the underlying truth that resonates with your audience. The following is a step-by-step guide to establishing a strong foundation for a brand platform, from market research all the way through to launching and iterating.
1. Research the market
If you don’t know who you are talking to, it is going to be tough to hold anyone’s attention. The first step is to figure out exactly who your target customers are, along with the companies, both direct and indirect, that you’ll be up against. Understanding why people would want your product or service helps you pinpoint where your brand can make a difference. Start by seeing things from a potential customer’s perspective. What are their everyday concerns and habits, and how could your brand fit into that picture? Then, size up the competition by studying their websites, social media presence, and overall brand image. Pay attention to what they do well and where they might be missing the mark. A SWOT analysis is also a useful tool. The more details you gather, the easier it is to see untapped opportunities that could become your edge in the market.
2. Define your brand elements
What does your brand value? Why does it exist? How do you want customers to perceive you? Reflect on your values, purpose, personality, and unique selling points. That might involve picking brand colours, typography, and the style of images you’ll use. The aim is to create a unified look and feel that people immediately recognise and feel drawn to the moment they see it.
3. Create a compelling brand story
A brand story shouldn’t read like a laundry list of dates and milestones. The point is to give people a meaningful glimpse into the reason your brand exists in the first place. Talk about the drive that propelled you forward, the challenges you have overcome, or the “lightbulb moment” that led you to create the brand. Ask yourself why your brand matters and what problem you are solving for the people you are aiming to reach. If your story matches on a personal level, if it speaks to the experiences your audience has had, then everything else you do, from visual identity to messaging, will feel more authentic and stand out in a crowded marketplace.
4. Create your brand messaging
Brand messaging is like the script you use whenever you speak to your audience, whether that’s through social media, marketing emails, or on your website. It should naturally flow from your brand story. If sustainability is a cornerstone of your brand, your messaging shouldn’t suddenly focus on price cuts or slashing corners. Consistency matters. Think about how your brand would talk on different platforms. Maybe your Twitter presence is casual and personable, while your corporate blog has a more serious tone—but both should still feel like they come from the same place. When every member of your team knows the brand voice, your message comes across clearly, and customers are more likely to trust that you know what you’re about.
5. Spread the word
A brand platform can’t just live on a piece of paper or an internal memo. It needs to be visible and brought to life. Perhaps you share it by way of a catchy slogan, or you release a series of ads that express your brand's values. Whatever you do, be sure to maintain consistency in your message and ensure people get to experience and know it. Just remember that not every clever catchphrase automatically becomes a brand platform. True platforms tap into shared human truths and serve as a guiding principle for every aspect of your brand. If you keep the focus on these deeper ideas, you’ll have a stronger chance of connecting with your audience in a lasting way.
6. Make a brand platform work
Even a well-thought-out brand platform can fall short if it doesn’t align what your customers need with your own business goals. This is where frameworks like those from Patrick Newberry, Kevin Farnham, and Method come into play. Their approach works like a roadmap that ties every brand interaction—from promotions to internal culture—back to your overarching idea. Done right, this platform becomes the thread that keeps your strategy unified across the entire organisation. As your brand grows, keep an eye on whether the original concept still resonates. Audiences change, and trends shift, so be ready to adjust your message or visuals to stay relevant. Regular reviews ensure the brand platform remains a living part of your company rather than a forgotten slogan.
Creating a brand platform is more than throwing together a clever slogan or messing around with fashionable colours. It's creating the very essence of your brand, your purpose, personality, and the underlying truth that resonates with your audience. The following is a step-by-step guide to establishing a strong foundation for a brand platform, from market research all the way through to launching and iterating.
1. Research the market
If you don’t know who you are talking to, it is going to be tough to hold anyone’s attention. The first step is to figure out exactly who your target customers are, along with the companies, both direct and indirect, that you’ll be up against. Understanding why people would want your product or service helps you pinpoint where your brand can make a difference. Start by seeing things from a potential customer’s perspective. What are their everyday concerns and habits, and how could your brand fit into that picture? Then, size up the competition by studying their websites, social media presence, and overall brand image. Pay attention to what they do well and where they might be missing the mark. A SWOT analysis is also a useful tool. The more details you gather, the easier it is to see untapped opportunities that could become your edge in the market.
2. Define your brand elements
What does your brand value? Why does it exist? How do you want customers to perceive you? Reflect on your values, purpose, personality, and unique selling points. That might involve picking brand colours, typography, and the style of images you’ll use. The aim is to create a unified look and feel that people immediately recognise and feel drawn to the moment they see it.
3. Create a compelling brand story
A brand story shouldn’t read like a laundry list of dates and milestones. The point is to give people a meaningful glimpse into the reason your brand exists in the first place. Talk about the drive that propelled you forward, the challenges you have overcome, or the “lightbulb moment” that led you to create the brand. Ask yourself why your brand matters and what problem you are solving for the people you are aiming to reach. If your story matches on a personal level, if it speaks to the experiences your audience has had, then everything else you do, from visual identity to messaging, will feel more authentic and stand out in a crowded marketplace.
4. Create your brand messaging
Brand messaging is like the script you use whenever you speak to your audience, whether that’s through social media, marketing emails, or on your website. It should naturally flow from your brand story. If sustainability is a cornerstone of your brand, your messaging shouldn’t suddenly focus on price cuts or slashing corners. Consistency matters. Think about how your brand would talk on different platforms. Maybe your Twitter presence is casual and personable, while your corporate blog has a more serious tone—but both should still feel like they come from the same place. When every member of your team knows the brand voice, your message comes across clearly, and customers are more likely to trust that you know what you’re about.
5. Spread the word
A brand platform can’t just live on a piece of paper or an internal memo. It needs to be visible and brought to life. Perhaps you share it by way of a catchy slogan, or you release a series of ads that express your brand's values. Whatever you do, be sure to maintain consistency in your message and ensure people get to experience and know it. Just remember that not every clever catchphrase automatically becomes a brand platform. True platforms tap into shared human truths and serve as a guiding principle for every aspect of your brand. If you keep the focus on these deeper ideas, you’ll have a stronger chance of connecting with your audience in a lasting way.
6. Make a brand platform work
Even a well-thought-out brand platform can fall short if it doesn’t align what your customers need with your own business goals. This is where frameworks like those from Patrick Newberry, Kevin Farnham, and Method come into play. Their approach works like a roadmap that ties every brand interaction—from promotions to internal culture—back to your overarching idea. Done right, this platform becomes the thread that keeps your strategy unified across the entire organisation. As your brand grows, keep an eye on whether the original concept still resonates. Audiences change, and trends shift, so be ready to adjust your message or visuals to stay relevant. Regular reviews ensure the brand platform remains a living part of your company rather than a forgotten slogan.
What are the key features of an effective brand platform?
Choosing a brand platform that truly fits your business can feel a bit like dating: you want something reliable, easy to get along with, and able to grow with you, minus the awkward small talk. Below are the core features a robust brand platform should offer, along with why they matter.
1. Brand asset management
Imagine you are juggling dozens—if not hundreds—of brand assets: logos, product shots, campaign visuals, brand guidelines… the list can get wild. A good brand platform helps you tame the chaos. Look for a solution that makes it simple to organise your assets by type (images, videos, documents), create sub-groups for campaigns, and add relevant metadata or tags. This kind of flexibility means you won’t have to sift through a hundred files named “Final_FInal_V2.jpg” when you are on a tight deadline. Instead, you can zero in on precisely what you need, precisely when you need it.
In addition, think about how assets are arranged: if you can classify them not only by file format but also by brand, sub-brand, or region, it’s easier for teams to find exactly what applies to their market. The bonus? Everyone stays on the same page about what’s approved for use, and you avoid those lovely “Wait, where’d that outdated logo come from?” moments.
2. Accessibility of brand resources
A brand platform is only as good as your team’s access to it. You don’t want a system that’s perfect for folks in one office but leaves international teams—or remote freelancers—scrambling to keep up. A multi-language option can be a huge plus, ensuring that global users can navigate brand guidelines in their native tongue. If you operate multiple variations of your brand—say, one for North America and one for Europe—your platform should be smart enough to show local users the version that’s relevant to them.
Don’t underestimate the power of a cloud-based setup either. Being able to log in from anywhere and see the same materials saves time (and sanity). Plus, it’s more user-friendly than relying on old-school on-premise systems that require VPNs or other cumbersome workarounds.
3. User access control and permissions
Yes, you want your teams to find and use brand assets easily, but you probably don’t want the entire org messing with sensitive files. A strong brand platform lets you define custom roles—maybe designers can upload and edit files, while regional sales teams can only download. Ideally, you can also give external stakeholders (agency partners, freelancers) access without handing them the keys to the entire castle. Quick and easy toggling of these permissions is a lifesaver if you have a lot of temporary or freelance collaborators.
If you are particularly cautious, you might even want features like user tracking, so you know who downloaded what and when. This level of control can prevent accidental deletions, keep your brand assets secure, and still empower everyone to do their jobs effectively.
4. One centralised solution for multiple brands
If you are overseeing multiple brands—or multiple variations of the same brand—it’s handy to have one place for all of them. That means your brand platform should let you customise each brand’s interface, so it looks and feels like, well, its own brand. Each one might have different colour palettes, logos, or messaging needs. When your team hops into the platform, they should immediately see the specific assets and guidelines for whichever brand they’re working on, rather than sifting through folders meant for another market or product line.
This keeps your brand families close together (and easy to manage) while allowing each sibling brand to maintain its identity. It also helps cut down on confusion, so no one accidentally swaps that edgy sub-brand’s logo with your more buttoned-up flagship brand.
5. Security measures and data compliance
While you are busy giving your team easy access to brand materials, don’t forget the security side of the equation. The platform you choose should offer solid safeguards like single sign-on (SSO), compliance checks, and thorough access logs. You want peace of mind knowing that only the right people can download or modify crucial assets, especially if you have proprietary visuals or sensitive campaign details.
Data protection regulations can also come into play depending on your region or industry. So if your brand operates globally or in regulated sectors, make sure your chosen platform ticks those compliance boxes. Nobody wants a surprise legal headache because they overlooked something as basic as data storage practices.
Choosing a brand platform that truly fits your business can feel a bit like dating: you want something reliable, easy to get along with, and able to grow with you, minus the awkward small talk. Below are the core features a robust brand platform should offer, along with why they matter.
1. Brand asset management
Imagine you are juggling dozens—if not hundreds—of brand assets: logos, product shots, campaign visuals, brand guidelines… the list can get wild. A good brand platform helps you tame the chaos. Look for a solution that makes it simple to organise your assets by type (images, videos, documents), create sub-groups for campaigns, and add relevant metadata or tags. This kind of flexibility means you won’t have to sift through a hundred files named “Final_FInal_V2.jpg” when you are on a tight deadline. Instead, you can zero in on precisely what you need, precisely when you need it.
In addition, think about how assets are arranged: if you can classify them not only by file format but also by brand, sub-brand, or region, it’s easier for teams to find exactly what applies to their market. The bonus? Everyone stays on the same page about what’s approved for use, and you avoid those lovely “Wait, where’d that outdated logo come from?” moments.
2. Accessibility of brand resources
A brand platform is only as good as your team’s access to it. You don’t want a system that’s perfect for folks in one office but leaves international teams—or remote freelancers—scrambling to keep up. A multi-language option can be a huge plus, ensuring that global users can navigate brand guidelines in their native tongue. If you operate multiple variations of your brand—say, one for North America and one for Europe—your platform should be smart enough to show local users the version that’s relevant to them.
Don’t underestimate the power of a cloud-based setup either. Being able to log in from anywhere and see the same materials saves time (and sanity). Plus, it’s more user-friendly than relying on old-school on-premise systems that require VPNs or other cumbersome workarounds.
3. User access control and permissions
Yes, you want your teams to find and use brand assets easily, but you probably don’t want the entire org messing with sensitive files. A strong brand platform lets you define custom roles—maybe designers can upload and edit files, while regional sales teams can only download. Ideally, you can also give external stakeholders (agency partners, freelancers) access without handing them the keys to the entire castle. Quick and easy toggling of these permissions is a lifesaver if you have a lot of temporary or freelance collaborators.
If you are particularly cautious, you might even want features like user tracking, so you know who downloaded what and when. This level of control can prevent accidental deletions, keep your brand assets secure, and still empower everyone to do their jobs effectively.
4. One centralised solution for multiple brands
If you are overseeing multiple brands—or multiple variations of the same brand—it’s handy to have one place for all of them. That means your brand platform should let you customise each brand’s interface, so it looks and feels like, well, its own brand. Each one might have different colour palettes, logos, or messaging needs. When your team hops into the platform, they should immediately see the specific assets and guidelines for whichever brand they’re working on, rather than sifting through folders meant for another market or product line.
This keeps your brand families close together (and easy to manage) while allowing each sibling brand to maintain its identity. It also helps cut down on confusion, so no one accidentally swaps that edgy sub-brand’s logo with your more buttoned-up flagship brand.
5. Security measures and data compliance
While you are busy giving your team easy access to brand materials, don’t forget the security side of the equation. The platform you choose should offer solid safeguards like single sign-on (SSO), compliance checks, and thorough access logs. You want peace of mind knowing that only the right people can download or modify crucial assets, especially if you have proprietary visuals or sensitive campaign details.
Data protection regulations can also come into play depending on your region or industry. So if your brand operates globally or in regulated sectors, make sure your chosen platform ticks those compliance boxes. Nobody wants a surprise legal headache because they overlooked something as basic as data storage practices.
Brand platform examples
There are plenty of ways to set up and customise your brand platform. Here we have mentioned three examples to show how to manage your brand.
Mozilla
Mozilla’s brand platform emphasises collaboration and open communication. It’s anchored around the brand’s manifesto, reflecting its mission for an open, inclusive internet.
Walmart
Walmart’s brand portal starts with broad brand principles—like saving money for families—and also breaks down strategies for success, covering design philosophies and everyday brand operations.
Slack
Slack’s brand platform puts collaboration and a “work better together” ethos front and centre. It reveals the brand’s focus on streamlined workflows, vibrant visuals, and a warm yet efficient tone.
There are plenty of ways to set up and customise your brand platform. Here we have mentioned three examples to show how to manage your brand.
Mozilla
Mozilla’s brand platform emphasises collaboration and open communication. It’s anchored around the brand’s manifesto, reflecting its mission for an open, inclusive internet.
Walmart
Walmart’s brand portal starts with broad brand principles—like saving money for families—and also breaks down strategies for success, covering design philosophies and everyday brand operations.
Slack
Slack’s brand platform puts collaboration and a “work better together” ethos front and centre. It reveals the brand’s focus on streamlined workflows, vibrant visuals, and a warm yet efficient tone.
Frequently Asked Questions
What are the pillars of brand platform?
There are five pillars of a brand platform, and understanding each one helps build a clear identity and see a path to future marketplace success. These pillars are:
Purpose
Positioning
Personality
Perception
Promotion
What is a brand positioning platform?
It’s an internal document or approach that pinpoints your brand’s unique place in the market. This helps shape all external messaging—from social posts to videos and press releases.
What is the difference between brand platform and brand guide?
While a brand platform is a broader, longer-term statement of beliefs and promises, a brand guide zeroes in on the specifics of design, tone, and usage. Essentially, the guide is the “how,” and the platform is the “why.”
Final Thoughts
Building a brand platform is about forging a stable foundation—a tool that ensures your promises to customers ring true at every interaction. By putting customers at the centre and aligning internal teams around a shared vision, you’ll create a brand identity that resonates throughout the market. It’s an investment of time and resources, but one that pays for itself by unifying your approach, clarifying your message, and helping people see exactly who you are. The best part? Once established, a strong brand platform sets your company up to stand out confidently, day after day.
Frequently Asked Questions
What are the pillars of brand platform?
There are five pillars of a brand platform, and understanding each one helps build a clear identity and see a path to future marketplace success. These pillars are:
Purpose
Positioning
Personality
Perception
Promotion
What is a brand positioning platform?
It’s an internal document or approach that pinpoints your brand’s unique place in the market. This helps shape all external messaging—from social posts to videos and press releases.
What is the difference between brand platform and brand guide?
While a brand platform is a broader, longer-term statement of beliefs and promises, a brand guide zeroes in on the specifics of design, tone, and usage. Essentially, the guide is the “how,” and the platform is the “why.”
Final Thoughts
Building a brand platform is about forging a stable foundation—a tool that ensures your promises to customers ring true at every interaction. By putting customers at the centre and aligning internal teams around a shared vision, you’ll create a brand identity that resonates throughout the market. It’s an investment of time and resources, but one that pays for itself by unifying your approach, clarifying your message, and helping people see exactly who you are. The best part? Once established, a strong brand platform sets your company up to stand out confidently, day after day.
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Work with us
Click to copy
work@for.co
- FOR® Brand. FOR® Future.
We’re remote-first — with strategic global hubs
Click to copy
Helsinki, FIN
info@for.fi
Click to copy
New York, NY
ny@for.co
Click to copy
Miami, FL
mia@for.co
Click to copy
Dubai, UAE
uae@for.co
Click to copy
Kyiv, UA
kyiv@for.co
Click to copy
Lagos, NG
lagos@for.ng
Copyright © 2024 FOR®
Work with us
Click to copy
work@for.co
We’re remote-first — with strategic global hubs
Click to copy
Helsinki, FIN
hel@for.co
Click to copy
New York, NY
ny@for.co
Click to copy
Miami, FL
mia@for.co
Click to copy
Dubai, UAE
uae@for.co
Click to copy
Kyiv, UA
kyiv@for.co
Click to copy
Lagos, NG
lagos@for.ng
Copyright © 2024 FOR®