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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
Written by:
6 min read
Updated on: August 14, 2024
Toni Hukkanen
Head of Design
Creative Direction, Brand Direction
Toni Hukkanen
Head of Design
Creative Direction, Brand Direction
Toni Hukkanen
Head of Design
Creative Direction, Brand Direction
When you run a small business with just a few employees or contractors, it is easy to keep your marketing, branding, and messaging streamlined and cohesive. But once your business takes off, your team starts to grow, and your marketing strategy expands, it becomes almost impossible to maintain your brand identity. That's where you need to build a brand platform.
A brand platform transforms the way you manage your brand. You can bring together your brand assets, guidelines, and creative work in a central home rather than spread them across multiple tools and locations. You can create your brand platform on your own using brand guidelines and other key company details. You can also get help from a branding agency to establish your brand platform.
When you run a small business with just a few employees or contractors, it is easy to keep your marketing, branding, and messaging streamlined and cohesive. But once your business takes off, your team starts to grow, and your marketing strategy expands, it becomes almost impossible to maintain your brand identity. That's where you need to build a brand platform.
A brand platform transforms the way you manage your brand. You can bring together your brand assets, guidelines, and creative work in a central home rather than spread them across multiple tools and locations. You can create your brand platform on your own using brand guidelines and other key company details. You can also get help from a branding agency to establish your brand platform.
When you run a small business with just a few employees or contractors, it is easy to keep your marketing, branding, and messaging streamlined and cohesive. But once your business takes off, your team starts to grow, and your marketing strategy expands, it becomes almost impossible to maintain your brand identity. That's where you need to build a brand platform.
A brand platform transforms the way you manage your brand. You can bring together your brand assets, guidelines, and creative work in a central home rather than spread them across multiple tools and locations. You can create your brand platform on your own using brand guidelines and other key company details. You can also get help from a branding agency to establish your brand platform.
What is a brand platform?
What is a brand platform?
What is a brand platform?
A brand platform is both a strategy and a document that serves as a guiding framework for how a brand presents itself to the world. It centralises brand information, guidelines, digital asset management, and collaboration tools to ensure consistent brand communication.
Companies also refer to their brand platform as a brand portal, but it has multiple key components. These components include brand guidelines, collaboration functionality, and Digital Asset Management.
With the help of the right tools, services, and brand platform you can analyse your products and deliverables to create a strong identity in the minds of the consumers you serve.
A brand platform is both a strategy and a document that serves as a guiding framework for how a brand presents itself to the world. It centralises brand information, guidelines, digital asset management, and collaboration tools to ensure consistent brand communication.
Companies also refer to their brand platform as a brand portal, but it has multiple key components. These components include brand guidelines, collaboration functionality, and Digital Asset Management.
With the help of the right tools, services, and brand platform you can analyse your products and deliverables to create a strong identity in the minds of the consumers you serve.
A brand platform is both a strategy and a document that serves as a guiding framework for how a brand presents itself to the world. It centralises brand information, guidelines, digital asset management, and collaboration tools to ensure consistent brand communication.
Companies also refer to their brand platform as a brand portal, but it has multiple key components. These components include brand guidelines, collaboration functionality, and Digital Asset Management.
With the help of the right tools, services, and brand platform you can analyse your products and deliverables to create a strong identity in the minds of the consumers you serve.
Why is it important to build a brand platform?
Brand platforms are important for multi-brand organisations because they provide a centralised solution to manage diverse brand identities, simplify collaboration, enhance brand consistency and streamline asset management across different teams and regions. Here are the benefits of building a brand platform.
Achieve brand clarity
A brand platform is the core idea that defines what a brand stands for. It is one unified message that shapes everything the brand does.
For example, Coca-Cola has long centred its brand around the idea of Happiness. The brand consistently conveys this message through slogans like Open Happiness and Choose Happiness or experiences like the Coca-Cola Happiness Machine.
So, a brand platform is the foundation that guides how a brand communicates and connects with its audience.
Ensure brand proposition
Marketing professionals often find it difficult to manage different narratives, such as advertising ideas, brand positioning statements, and PR policies. Each of these elements introduces a distinct message, making it challenging to maintain consistency across the brand.
But a brand platform unifies all these diverse propositions under one clear message. It also simplifies communication to ensure that the brand always conveys a consistent idea. Even if the brand evolves, the platform will allow it to grow without losing its core message.
Accelerate brand salience
Brand salience means how easily people recall your brand when they are ready to purchase. For example, if someone wants to buy shoes for an active lifestyle, the first thing that comes to their mind might be Nike. Nike's “Just Do It” brand platform has successfully positioned the brand as the go-to for action.
With a strong brand platform, you can keep your brand at the forefront of customers' minds, and they will make it their first choice when they are ready to buy.
Cultivate positive brand association
A brand platform is a philosophical proposition about an ideal world that a brand promotes. It offers a unique perspective on how things could be improved. For example, the Guinness brand platform, Made of Black, focuses on originality and authenticity. Coca-Cola’s message, Real magic happens when people come together and share what they have in common, is also a good example of a brand platform that creates a positive association with the brand. It makes the product seen as the best in the world.
Increase brand loyalty
People are more likely to follow your brand if they find it more resonating with them. It is all about making your customers feel they are part of a shared vision. So, building a brand platform can benefit your business in different ways.
Brand platforms are important for multi-brand organisations because they provide a centralised solution to manage diverse brand identities, simplify collaboration, enhance brand consistency and streamline asset management across different teams and regions. Here are the benefits of building a brand platform.
Achieve brand clarity
A brand platform is the core idea that defines what a brand stands for. It is one unified message that shapes everything the brand does.
For example, Coca-Cola has long centred its brand around the idea of Happiness. The brand consistently conveys this message through slogans like Open Happiness and Choose Happiness or experiences like the Coca-Cola Happiness Machine.
So, a brand platform is the foundation that guides how a brand communicates and connects with its audience.
Ensure brand proposition
Marketing professionals often find it difficult to manage different narratives, such as advertising ideas, brand positioning statements, and PR policies. Each of these elements introduces a distinct message, making it challenging to maintain consistency across the brand.
But a brand platform unifies all these diverse propositions under one clear message. It also simplifies communication to ensure that the brand always conveys a consistent idea. Even if the brand evolves, the platform will allow it to grow without losing its core message.
Accelerate brand salience
Brand salience means how easily people recall your brand when they are ready to purchase. For example, if someone wants to buy shoes for an active lifestyle, the first thing that comes to their mind might be Nike. Nike's “Just Do It” brand platform has successfully positioned the brand as the go-to for action.
With a strong brand platform, you can keep your brand at the forefront of customers' minds, and they will make it their first choice when they are ready to buy.
Cultivate positive brand association
A brand platform is a philosophical proposition about an ideal world that a brand promotes. It offers a unique perspective on how things could be improved. For example, the Guinness brand platform, Made of Black, focuses on originality and authenticity. Coca-Cola’s message, Real magic happens when people come together and share what they have in common, is also a good example of a brand platform that creates a positive association with the brand. It makes the product seen as the best in the world.
Increase brand loyalty
People are more likely to follow your brand if they find it more resonating with them. It is all about making your customers feel they are part of a shared vision. So, building a brand platform can benefit your business in different ways.
Brand platforms are important for multi-brand organisations because they provide a centralised solution to manage diverse brand identities, simplify collaboration, enhance brand consistency and streamline asset management across different teams and regions. Here are the benefits of building a brand platform.
Achieve brand clarity
A brand platform is the core idea that defines what a brand stands for. It is one unified message that shapes everything the brand does.
For example, Coca-Cola has long centred its brand around the idea of Happiness. The brand consistently conveys this message through slogans like Open Happiness and Choose Happiness or experiences like the Coca-Cola Happiness Machine.
So, a brand platform is the foundation that guides how a brand communicates and connects with its audience.
Ensure brand proposition
Marketing professionals often find it difficult to manage different narratives, such as advertising ideas, brand positioning statements, and PR policies. Each of these elements introduces a distinct message, making it challenging to maintain consistency across the brand.
But a brand platform unifies all these diverse propositions under one clear message. It also simplifies communication to ensure that the brand always conveys a consistent idea. Even if the brand evolves, the platform will allow it to grow without losing its core message.
Accelerate brand salience
Brand salience means how easily people recall your brand when they are ready to purchase. For example, if someone wants to buy shoes for an active lifestyle, the first thing that comes to their mind might be Nike. Nike's “Just Do It” brand platform has successfully positioned the brand as the go-to for action.
With a strong brand platform, you can keep your brand at the forefront of customers' minds, and they will make it their first choice when they are ready to buy.
Cultivate positive brand association
A brand platform is a philosophical proposition about an ideal world that a brand promotes. It offers a unique perspective on how things could be improved. For example, the Guinness brand platform, Made of Black, focuses on originality and authenticity. Coca-Cola’s message, Real magic happens when people come together and share what they have in common, is also a good example of a brand platform that creates a positive association with the brand. It makes the product seen as the best in the world.
Increase brand loyalty
People are more likely to follow your brand if they find it more resonating with them. It is all about making your customers feel they are part of a shared vision. So, building a brand platform can benefit your business in different ways.
How to build a brand platform?
Before building a brand platform, you need to create a brand platform model and framework. Then, you need to decide what elements should be part of it. It can take a few weeks to months to build it. Here is how you can build a brand platform.
Research the market
Start by researching the market to identify your target audience and indirect and direct competitors. You need to think of people who buy your product. Create an image of your ideal clients and consider the strategies to persuade them to choose your brand.
Identify your niche and search for companies already selling something within it. Collect all information about your competitors and check their websites and social media. Enlist the benefits and downsides of each one. You can also do a SWOT analysis for evaluation of strengths, weaknesses, opportunities and threats to build a competitive strategy for your company.
Define your brand elements
Identify your brand's values, purpose, personality, and unique proposition. These elements should resonate with the needs and values of your target audience and reflect their way of life.
You should also define a visual language and tone of voice so it can correspond to the elements to create a complete image of your brand. Choose colours and develop a brand style. Also, plan how to communicate with the audience to create strong associations with your product in the minds of customers.
Create a compelling brand story
Create a compelling brand story to share how your brand came into existence, how far it has arrived, the challenges faced and the success it has attained. If you craft a relatable and empathetic brand story, the other elements in your brand platform will align with it. This will ensure that you are building a solid brand identity that matches with your target audience.
Create your brand messaging
With the right brand story, you need to create your brand messaging and communication style. You can do this by providing context for how your brand interacts with the audience and communicates your products and values.
Spread the word
You can introduce your brand platform with a tagline or campaign slogan, but you must try to give it enough visibility to slowly catch people's eyes and ears and start making sense. People won't line up with a manifesto they can't understand.
As all brand platforms are brand assets, not all brand assets are brand platforms. Many brand managers try to force a campaign tagline into a brand platform. But, for a proposition to truly become a brand platform, it must reflect a core human truth that matches the experiences of the audience. It should be flexible enough to guide the overall strategy of the brand.
Make a brand platform work
Once you have set everything, identified your brand's core truth, and resonated with your audience, you can centre the entire brand engagement around this idea. Use Patrick Newberry, Kevin Farnham, and Method's brand engagement framework as your guide. According to this guide, a brand platform becomes the central thread connecting customer goals with business goals.
In the end, apply the brand platform to your company, review it regularly, make changes and ensure everyone is on the same page.
Before building a brand platform, you need to create a brand platform model and framework. Then, you need to decide what elements should be part of it. It can take a few weeks to months to build it. Here is how you can build a brand platform.
Research the market
Start by researching the market to identify your target audience and indirect and direct competitors. You need to think of people who buy your product. Create an image of your ideal clients and consider the strategies to persuade them to choose your brand.
Identify your niche and search for companies already selling something within it. Collect all information about your competitors and check their websites and social media. Enlist the benefits and downsides of each one. You can also do a SWOT analysis for evaluation of strengths, weaknesses, opportunities and threats to build a competitive strategy for your company.
Define your brand elements
Identify your brand's values, purpose, personality, and unique proposition. These elements should resonate with the needs and values of your target audience and reflect their way of life.
You should also define a visual language and tone of voice so it can correspond to the elements to create a complete image of your brand. Choose colours and develop a brand style. Also, plan how to communicate with the audience to create strong associations with your product in the minds of customers.
Create a compelling brand story
Create a compelling brand story to share how your brand came into existence, how far it has arrived, the challenges faced and the success it has attained. If you craft a relatable and empathetic brand story, the other elements in your brand platform will align with it. This will ensure that you are building a solid brand identity that matches with your target audience.
Create your brand messaging
With the right brand story, you need to create your brand messaging and communication style. You can do this by providing context for how your brand interacts with the audience and communicates your products and values.
Spread the word
You can introduce your brand platform with a tagline or campaign slogan, but you must try to give it enough visibility to slowly catch people's eyes and ears and start making sense. People won't line up with a manifesto they can't understand.
As all brand platforms are brand assets, not all brand assets are brand platforms. Many brand managers try to force a campaign tagline into a brand platform. But, for a proposition to truly become a brand platform, it must reflect a core human truth that matches the experiences of the audience. It should be flexible enough to guide the overall strategy of the brand.
Make a brand platform work
Once you have set everything, identified your brand's core truth, and resonated with your audience, you can centre the entire brand engagement around this idea. Use Patrick Newberry, Kevin Farnham, and Method's brand engagement framework as your guide. According to this guide, a brand platform becomes the central thread connecting customer goals with business goals.
In the end, apply the brand platform to your company, review it regularly, make changes and ensure everyone is on the same page.
Before building a brand platform, you need to create a brand platform model and framework. Then, you need to decide what elements should be part of it. It can take a few weeks to months to build it. Here is how you can build a brand platform.
Research the market
Start by researching the market to identify your target audience and indirect and direct competitors. You need to think of people who buy your product. Create an image of your ideal clients and consider the strategies to persuade them to choose your brand.
Identify your niche and search for companies already selling something within it. Collect all information about your competitors and check their websites and social media. Enlist the benefits and downsides of each one. You can also do a SWOT analysis for evaluation of strengths, weaknesses, opportunities and threats to build a competitive strategy for your company.
Define your brand elements
Identify your brand's values, purpose, personality, and unique proposition. These elements should resonate with the needs and values of your target audience and reflect their way of life.
You should also define a visual language and tone of voice so it can correspond to the elements to create a complete image of your brand. Choose colours and develop a brand style. Also, plan how to communicate with the audience to create strong associations with your product in the minds of customers.
Create a compelling brand story
Create a compelling brand story to share how your brand came into existence, how far it has arrived, the challenges faced and the success it has attained. If you craft a relatable and empathetic brand story, the other elements in your brand platform will align with it. This will ensure that you are building a solid brand identity that matches with your target audience.
Create your brand messaging
With the right brand story, you need to create your brand messaging and communication style. You can do this by providing context for how your brand interacts with the audience and communicates your products and values.
Spread the word
You can introduce your brand platform with a tagline or campaign slogan, but you must try to give it enough visibility to slowly catch people's eyes and ears and start making sense. People won't line up with a manifesto they can't understand.
As all brand platforms are brand assets, not all brand assets are brand platforms. Many brand managers try to force a campaign tagline into a brand platform. But, for a proposition to truly become a brand platform, it must reflect a core human truth that matches the experiences of the audience. It should be flexible enough to guide the overall strategy of the brand.
Make a brand platform work
Once you have set everything, identified your brand's core truth, and resonated with your audience, you can centre the entire brand engagement around this idea. Use Patrick Newberry, Kevin Farnham, and Method's brand engagement framework as your guide. According to this guide, a brand platform becomes the central thread connecting customer goals with business goals.
In the end, apply the brand platform to your company, review it regularly, make changes and ensure everyone is on the same page.
What are the key features of an effective brand platform?
It is an important decision to choose the right brand platform for your business. When you compare different solutions, you should consider some key features which we have mentioned below.
Brand asset management
You should choose a brand platform that simplifies the process of organising brand assets. This will make it easier for people to find and use them. With more flexible options to classify brand assets, it will be easier to categorise by file type and organise by sub-brand or group assets into campaigns.
Your brand platform should allow you to tag assets and add metadata. It will provide multiple ways to find the files you are searching for.
Accessibility of brand resources
An effective brand platform should make brand resources accessible to all users without depending on their locations. It should offer a multi-language option to simplify communication for users. With this feature, they will be able to access the brand centre in their native language.
If your core brand has a global or regional variant, your brand platform should show correct variations depending on the locations of users. Introduce a cloud-based infrastructure so users can access brand platforms from anywhere. This will make it easier for them compared to traditional on-premise systems.
User access control and permissions management
Though you allow everyone to access your brand resources, there will still be a need for some control over who can access what and when. You can add customisable user roles, so you have control over editing, adding or deleting files while others can only view them. If you want to share assets outside the company, your brand platform should allow agency partners, investors or freelancers to access them. You must also have the option to turn on and off those permissions quickly.
One centralised solution for multiple brands
A brand platform helps companies manage multiple brands within one centralised solution, so it should also have customisable interfaces for different brands. You
can set up each brand with its own unique feel and look to make it easy for users to identify which brand they are working with. Every brand might have specific use cases or asset types, so your brand platform must be adaptable to each one's needs instead of providing a cookie-cutter setup.
Security measures and data compliance
As you want your brand platform to be accessible to everyone, it is also important to ensure your assets are secure. You can add features like single sign-on, compliance checks, and access logs to give your brand assets the highest level of protection.
It is an important decision to choose the right brand platform for your business. When you compare different solutions, you should consider some key features which we have mentioned below.
Brand asset management
You should choose a brand platform that simplifies the process of organising brand assets. This will make it easier for people to find and use them. With more flexible options to classify brand assets, it will be easier to categorise by file type and organise by sub-brand or group assets into campaigns.
Your brand platform should allow you to tag assets and add metadata. It will provide multiple ways to find the files you are searching for.
Accessibility of brand resources
An effective brand platform should make brand resources accessible to all users without depending on their locations. It should offer a multi-language option to simplify communication for users. With this feature, they will be able to access the brand centre in their native language.
If your core brand has a global or regional variant, your brand platform should show correct variations depending on the locations of users. Introduce a cloud-based infrastructure so users can access brand platforms from anywhere. This will make it easier for them compared to traditional on-premise systems.
User access control and permissions management
Though you allow everyone to access your brand resources, there will still be a need for some control over who can access what and when. You can add customisable user roles, so you have control over editing, adding or deleting files while others can only view them. If you want to share assets outside the company, your brand platform should allow agency partners, investors or freelancers to access them. You must also have the option to turn on and off those permissions quickly.
One centralised solution for multiple brands
A brand platform helps companies manage multiple brands within one centralised solution, so it should also have customisable interfaces for different brands. You
can set up each brand with its own unique feel and look to make it easy for users to identify which brand they are working with. Every brand might have specific use cases or asset types, so your brand platform must be adaptable to each one's needs instead of providing a cookie-cutter setup.
Security measures and data compliance
As you want your brand platform to be accessible to everyone, it is also important to ensure your assets are secure. You can add features like single sign-on, compliance checks, and access logs to give your brand assets the highest level of protection.
It is an important decision to choose the right brand platform for your business. When you compare different solutions, you should consider some key features which we have mentioned below.
Brand asset management
You should choose a brand platform that simplifies the process of organising brand assets. This will make it easier for people to find and use them. With more flexible options to classify brand assets, it will be easier to categorise by file type and organise by sub-brand or group assets into campaigns.
Your brand platform should allow you to tag assets and add metadata. It will provide multiple ways to find the files you are searching for.
Accessibility of brand resources
An effective brand platform should make brand resources accessible to all users without depending on their locations. It should offer a multi-language option to simplify communication for users. With this feature, they will be able to access the brand centre in their native language.
If your core brand has a global or regional variant, your brand platform should show correct variations depending on the locations of users. Introduce a cloud-based infrastructure so users can access brand platforms from anywhere. This will make it easier for them compared to traditional on-premise systems.
User access control and permissions management
Though you allow everyone to access your brand resources, there will still be a need for some control over who can access what and when. You can add customisable user roles, so you have control over editing, adding or deleting files while others can only view them. If you want to share assets outside the company, your brand platform should allow agency partners, investors or freelancers to access them. You must also have the option to turn on and off those permissions quickly.
One centralised solution for multiple brands
A brand platform helps companies manage multiple brands within one centralised solution, so it should also have customisable interfaces for different brands. You
can set up each brand with its own unique feel and look to make it easy for users to identify which brand they are working with. Every brand might have specific use cases or asset types, so your brand platform must be adaptable to each one's needs instead of providing a cookie-cutter setup.
Security measures and data compliance
As you want your brand platform to be accessible to everyone, it is also important to ensure your assets are secure. You can add features like single sign-on, compliance checks, and access logs to give your brand assets the highest level of protection.
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 highlights the importance of communication and collaboration. It is structured around the company’s brand manifesto. To achieve its goals, Mozilla stands firm in its commitment to an open and accessible internet for everyone.
Walmart
The brand platform of Walmart starts with the brand identity guidelines and principles. It includes missions, initiatives, strategies for success, and design philosophy.
Slack
Slack has defined its identity, values, and personality in its brand platform. It clearly shows the key challenges it is trying to resolve, the current solution it has in place, and the result of its solution.
The mission, values, vision, and personality are all part of it. They have also described their design elements and ways to use them.
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 highlights the importance of communication and collaboration. It is structured around the company’s brand manifesto. To achieve its goals, Mozilla stands firm in its commitment to an open and accessible internet for everyone.
Walmart
The brand platform of Walmart starts with the brand identity guidelines and principles. It includes missions, initiatives, strategies for success, and design philosophy.
Slack
Slack has defined its identity, values, and personality in its brand platform. It clearly shows the key challenges it is trying to resolve, the current solution it has in place, and the result of its solution.
The mission, values, vision, and personality are all part of it. They have also described their design elements and ways to use them.
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 highlights the importance of communication and collaboration. It is structured around the company’s brand manifesto. To achieve its goals, Mozilla stands firm in its commitment to an open and accessible internet for everyone.
Walmart
The brand platform of Walmart starts with the brand identity guidelines and principles. It includes missions, initiatives, strategies for success, and design philosophy.
Slack
Slack has defined its identity, values, and personality in its brand platform. It clearly shows the key challenges it is trying to resolve, the current solution it has in place, and the result of its solution.
The mission, values, vision, and personality are all part of it. They have also described their design elements and ways to use them.
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?
A brand positioning platform is a specific way to frame your brand's positioning statement. It is important to know that the positioning platform is used as an internal guide to the creation of all marketing messages, website content, promotional messages, ads, and more.
What is the difference between brand platform and brand guide?
Campaigns are all about driving behaviours, while platforms are related to driving perception, which takes time and consistency. A creative brand platform is a long-term solution for all a brand's creative efforts, whether internal or external.
Final Thoughts
A brand platform enables you to build a brand and business to deliver on all its promises, puts customers at the centre of its operations and is recognisable across all platforms. However, every touch point that defines a brand must be an outlet for sharing the thinking of brands. That thinking must connect with consumers.
It is called a platform because it serves as the foundation for all brand activities throughout the customer journey. It takes time, effort and budget to build a solid brand platform, but that investment in the structure, stability and focus is justified that the brand platform delivers.
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?
A brand positioning platform is a specific way to frame your brand's positioning statement. It is important to know that the positioning platform is used as an internal guide to the creation of all marketing messages, website content, promotional messages, ads, and more.
What is the difference between brand platform and brand guide?
Campaigns are all about driving behaviours, while platforms are related to driving perception, which takes time and consistency. A creative brand platform is a long-term solution for all a brand's creative efforts, whether internal or external.
Final Thoughts
A brand platform enables you to build a brand and business to deliver on all its promises, puts customers at the centre of its operations and is recognisable across all platforms. However, every touch point that defines a brand must be an outlet for sharing the thinking of brands. That thinking must connect with consumers.
It is called a platform because it serves as the foundation for all brand activities throughout the customer journey. It takes time, effort and budget to build a solid brand platform, but that investment in the structure, stability and focus is justified that the brand platform delivers.
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?
A brand positioning platform is a specific way to frame your brand's positioning statement. It is important to know that the positioning platform is used as an internal guide to the creation of all marketing messages, website content, promotional messages, ads, and more.
What is the difference between brand platform and brand guide?
Campaigns are all about driving behaviours, while platforms are related to driving perception, which takes time and consistency. A creative brand platform is a long-term solution for all a brand's creative efforts, whether internal or external.
Final Thoughts
A brand platform enables you to build a brand and business to deliver on all its promises, puts customers at the centre of its operations and is recognisable across all platforms. However, every touch point that defines a brand must be an outlet for sharing the thinking of brands. That thinking must connect with consumers.
It is called a platform because it serves as the foundation for all brand activities throughout the customer journey. It takes time, effort and budget to build a solid brand platform, but that investment in the structure, stability and focus is justified that the brand platform delivers.
ARTICLE #86
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