What elements does the brand platform contain
A brand platform is a tool that includes all the characteristics of a company that make it unique and differentiate it from its competitors. This document contains the basic elements of branding and positioning and describes what the corporate identity should be. It has information on the target audience, the unique selling proposition, the mission, and the business’s values.
Thanks to the brand platform, all the essential components of the company’s functioning are in one place. In this way, every professional can familiarise themself with them and use them in their work. Familiarising yourself with the brand platform lets you see the overall concept and build your business strategy.
It is important to consult it regularly to stay on track and think about actions aligning with the mission statement.
Another benefit of the brand platform is its use as a presentation tool for the company. The document lets investors and partners see the competitive advantages, brand features, and potential. In addition, this tool helps to optimize several processes, for example, to set up the work of marketers and SMM specialists in a unified way.
The platform may contain different elements, depending on the specifics of the business and the company’s goals in the market. However, one should be prepared that at the beginning of its activities, a company may not highlight a number of components for itself, such as corporate identity or branding. Over time, however, the project develops and scales, so it becomes necessary to formulate certain messages. Take the time to fill the platform with as much information as possible. The document can be filled in as the brand matures. This approach will ensure that you don’t have to redo the whole concept in the future.
How to create a brand platform
The brand platform is based on important factors to consider when developing it. The first is a business analysis, where you must look as objectively as possible at the specifics of the business, the uniqueness, and the usefulness of the products or services. It is also essential to look at marketing strategy, social media, and advertising campaigns. These points should be compared with the initial objectives set at the beginning of business development.
Next, you can research your competitors and compare your company’s process approach with theirs. You must also identify the differences between the products to understand their advantages and disadvantages. And here, it is important to consider the product’s benefits, not only physical but also emotional.
Another element of the brand platform in marketing is an analysis of the target audience based on the development of the positioning, communication style, and promotion strategy.
The initial version of the document can contain any details, which can later be worded differently to make the information more concise.
