The brand platform summarises the groundworks on which brand management decisions are made. It is the foundation on which the brand stands stable and can grow. The brand platform must be both aspirational and realistic. Whitewashing and wishful thinking do not help. A good brand platform is neither pretentious nor fashionable, but well thought-out, self-evident and thus credible.
What can we do for you?
Building upon a workshop or an in-depth analysis of the brand environment, we develop the brand platform. This usually contains the following elements:
Brand essence: the linguistically shortest form in which the brand identity can be summarised. Sometimes, but not always, the brand essence becomes the slogan or the signature baseline.
Brand vision: the world view of the brand. This is often far from the well-meaning but not very credible ideals we read on corporate websites.
Brand mission: What does the brand want? Here, too, it is a matter of giving a sincere and realistic account of what we are actually striving for and what we can achieve.
Brand values: Values are often not worth the paper they are written on – since something very different is lived. But that is exactly what this is about: finding out what really moves the brand – and its employees.
Brand promise: What does the brand promise to its stakeholders? What can a customer, supplier, investor, employee or society expect from the brand?