FAQs about building a brand platform.
Defining your brand can feel ambiguous, but it doesn’t need to be complicated or theoretical. Your brand is similar to the personality of a person. It is made up of many tangible elements that can be described in a variety of ways. I help your company document your brand in a simple and tangible way by breaking those elements down into useful components. The time you spend defining or refining your brand platform will be well spent to create clarity for your clients, customers, and employees on why they believe in your company and will invest their time or money.
What is a brand platform?
A brand platform, part of your brand architecture, defines why your organization does what it does, how it delivers that value, and what services or products. It then defines how to message your brand including:
Vision
Mission
Brand pillars and messages
Core message
Value proposition
Why is a brand platform important?
Your brand platform is what drives your messaging for your clients, customers, and employees. Without a clearly defined brand platform, your brand will lack consistency, clarity, and purpose.
How often should a brand platform be updated?
Your brand platform is a living document that should constantly be updated, especially as your organization evolves products or services, expands or changes audiences, or goes under any kind of transformation. The core of your brand should remain driven by the same core principles, but wording, terminology, messaging, and delivery may evolve.
How is a brand platform used?
A brand platform document first serves as strategic guidance and a filter for business decisions for leadership. By having your leadership team bought in and familiar with your brand platform they can use it to help make recommendations, prioritize work and ensure alignment with the brand. Your marketing team will also use it daily to help guide messaging to ensure that your company’s brand is executed to support the vision.
