The Brand Platform: A Compass For Your Business
What is a Brand Platform?
Here is my definition of a brand platform (brand platform): it's a tool to clearly express the elements that make up the identity of a brand, a company or an entrepreneur (this is called personal branding). Whatever its size (start-up, SME, freelancer, self-employed entrepreneur...), its sector of activity (B2B or B2C), its target audience or its maturity: it's in every company's interest to create its own brand platform.
The brand platform is at the service of action. It is a compass which allows you to set up a strong marketing and communication strategy not only to forge your own brand imageyou distinguish yourself from your competitors on all your communication channels.
The brand platform is a method of working and thinking with the ultimate aim of brand book The brand book is your company's bible, expressing who you are and what makes you different through key differentiating elements. This brand book can take a variety of forms: written on paper, PowerPoint, PDF or a Notion page, for example.
A new brand platform is the foundation on which the brand is built for many years to come, and it's an in-depth process whose effects are felt over the long term. However, it may need to evolve with the company as it undergoes rebranding or a change in management... Creating a brand platform is an important step. iterative work on your own or between partners.
What is the purpose of a Brand Platform?
There's nothing conceptual about a brand platform. Every decision you make when formalizing it will shape your company and guide your marketing & communications actions.
By expressing who you are, you will distinguish your product or service from the competition in ways other than price or functionality. A strong brand with a clearly defined identity makes it easier toadoption and the recognition. Creating a brand platform allows you to make yourself knownand improve audience conversion and loyalty target federated around your brand.
Thanks to a powerful storytelling and a coherent narrative identity, the brand platform improves your content strategy. From your website to your social networks, you're guaranteed to find inspiration and the right words. Your actions gain in coherence and impact. You control your time and your marketing budget thanks to a strategic pillar that sets the standard for your partners and employees.
A brand platform is a powerful decision-making prism. Are you hesitating between 2 logo options? Not sure what type of content to offer on your site? Looking for packaging that reflects your brand identity? Your brand platform will help you answer all these questions and more.
How to create a Brand Platform
Creating a brand platform can be a complex exercise in the absence of a benchmark or methodology.. There's no one-size-fits-all formula for creating a brand platform.This is what discourages many entrepreneurs.
However, we also find some key concepts in any good brand platform, whatever its definition or the methodology used to design it.
For formalize your brand identity, a brand platform expresses your company's visionhis mission and its values and your brand promise (also known as unique selling proposition). To these essential elements for defining your marketing strategy, I add a crucial element: the brand positioning in its market. In fact, it's the first building block of the brand platforms I create for my clients.
My Method: GLOW
Although many articles are available on the subject, few entrepreneurs manage to create their brand platform on their own. A clear direction, a methodology and concrete examples are needed to take action. By combining definitions, inspiring examples, application exercises, templates and mentoring, I can help you create a brand platform tailored to your project. Your brand platform gives meaning and rationalizes your long-term communication actions.
With the formation ÉCLOREI wanted to offer the most comprehensive online training course on the market. I will help you identify the best positioning for your company, define your vision, mission, values and brand promise, and demonstrate your brand's ability to deliver on its promise. your brand's personality, define its tagline (currency) and write its manifesto.
All too often, brand identity is confused with brand image or graphic identity. Althoughvisual identity is important, it's only one facet of the complex structure that is the brand. Visit sensorial marketing is part of my personal method of building a strong, plural brand. Sensoriality of touch, sound identity, olfactory marketing or taste in the ÉCLORE training program.
To create a strong brand that stands out from its competitors, I am convinced that the storytelling and editorial identity (tone, lexicon, register of expression...) are fundamental, and not just for luxury brands. These are the 2 core modules of this marketing training course.
Do you have further questions about the brand platform? Visit SPARK training program will shed new light on the subject.