brand platform: what love for your brand is made of
You may have noticed that companies with similar products can have vastly different success among consumers. Despite having similar products, target audiences, and marketing tools, their sales levels can be drastically different. The culprit is the brand platform.
It is worth noting that when referring to a brand, it is not just an ordinary trademark. A brand is a product that has a name, reputation, and loyal customers.
Imagine that a brand is the personality of your business.
- — What is its name?
- — What does it wear?
- — How does it communicate with customers?
- — What values and principles does it have?
- — Who are its friends?
Each brand is a separate personality. Samsung and Apple produce the same product from a functional point of view, but their answers to the questions listed above will be different.
What does a brand platform look like?
Essentially, a brand platform is the semantic field of a company, describing its unique distinguishing properties and a system of visual, image, and marketing elements.
In fact, this system is a marketing document that describes the brand attributes, its mission and big idea, and its value to the audience.
So, a brand platform is a foundation around which a brand is built, and consumers' attitudes towards it are formed.
What does a brand platform give to a business?
The goal of any business is profitability. If the brand is the personality of your company, is there a more effective way to understand this personality than by buying your product?
The brand platform conveys to the consumer through meaning, emotions, and rational advantages why they should do business with you and not your competitors. And sales depend directly on this.
In addition to the global goal of profitability, a brand platform is needed for a business to:
- — efficiently allocate resources to promote the company: the values to be adhered to are already described.
When creating an advertising message, a creative person will not blindly follow the latest trend, but will incorporate the brand's value into it.
- — look at the team in the same direction: based on common standards and goals.
Designers won't choose simple shapes and basic colors if the brand platform is geared towards positioning the company as youthful and vibrant.
- - Serve as a guide in difficult decisions: you can always refer to the ideology.
Creating different versions of an advertising campaign for testing will make it easier to narrow down the choice to the creatives that best reflect the company's ideology.
- - Scale effectively: choose a direction for development and build a team based on the ideology.
If your priority is digital promotion, you can immediately exclude print publications from your promotion channels.
- - Make the product less susceptible to market fluctuations: clear principles prevent the brand from being changed unjustifiably.
Your company cannot be on one side today and on the other tomorrow if the brand platform includes an agreement to care about readers' feelings.
The brand platform allows you to look for more effective approaches to developing and promoting your market offering.
What does the brand platform consist of?
Just as a person's personality is determined by their unique worldview, way of speaking, social circles, fashion style, and life purpose, a brand has its own components. These elements make up the brand platform:
- - Mission - the brand's "pearl" or, in other words, the company's purpose and value to society beyond profit.
- - Values - the qualities of a company's products or services that make them stand out and attract consumers.
- - Archetype - the image of the brand in the eyes of consumers. Archetypes make the brand appear more human and less like a soulless corporation, helping to understand the target audience on a deeper level.
- - Tone of Voice - the internal rules for how the company interacts with its audience, the tone of communication.
- - Benefits - the unique positive characteristics that differentiate the brand from its competitors.
- - RTB (reason to believe) - the reason to trust the product or brand, evidence of the benefits of purchasing a specific product.
The brand platform may include other elements, such as a unique selling proposition, customer avatar, and even a brand style. The company determines what constitutes its brand platform.
Just as a person hands you their business card when you first meet, a brand platform is the business card of a company. Many companies don't have one and still exist just fine, that's true. But imagine how much higher they could soar if people perceived any of their marketing moves, products or ad campaigns as part of a certain ideology. People don't buy products — they buy emotions.
Associations that people have with the words Rolls Royce or Nike, or Coca-Cola, depend not only on the benefits of the product for the consumer, but also on the customer's sense of owning the product, the company's history and its message to the audience.
the world branding and advertising
accounts to explore the world together.
Companies must clearly articulate the position they want to occupy in the consumer's mind - without confusing metaphors. Are they a concert performer or a wandering artist? Truly successful brands can be easily described with one sentence, and some with just a couple of words. After all, the clearer we understand the role of the brand in our lives, the more often we turn to it and choose it.
Brand positioning: how to settle in the customer's mind
High-quality creative is the key to successful advertising. Many experts argue that to create it, a strategy based on research is needed. But is it necessary to invest resources in a strategy if the ultimate goal is a cool creative? Let's figure it out together.
Conceptual advertising: is it possible to do it without a strategy?