When building a brand platform for the corporate brand, there are several documents which may have already been created as part of a strategic business plan which should also be part of the brand platform.
And as a corollary, many enlightened companies will have incorporated the brand platform into the strategic plan.
After all, branding is, first and foremost, a strategic activity.
As the name suggests, a brand platform is the foundation upon which an enduring brand can be built. Just as with an engineering project, it is the solid base upon which an enduring structure can rise. And if you think of a platform in a train station, that’s where you begin your journey.
The branding platform takes into account the various factors that affect a brand. These factors may vary according to industry, product category(s), available supply chains, etc.. And of course, the platform will vary if you’re branding a company, a product, a service, an event or a destination. There is no generic brand platform. But for the most part, the “planks” of a brand platform are these: Continue reading Defining the brand platform.→
Brand positioning in simple words means to differentiate your brand from the competition in a positive, unique and memorable fashion.
A Way to Rise Above the Static
Positioning should begin with a knowledge of your competition, their strengths and weaknesses. Then factor in the ways you can differentiate your offerings from those competitors. Build a consistent and long-range brand by promoting the difference your product or service makes through all the branding elements: name, tagline, messaging, graphics, spoke persons, events, sales process, customer service, policies and activities. Positioning means being known for something – something unique and valuable. Continue reading How to Create a Unique Brand Position→
There’s a tendency among community banks to believe their major competitors are mega bank systems like Chase, Wells Fargo and CitiBank. And they believe they have found effective ways to compete against them by being regional and personal.
In building a corporate brand, or if you wish call it a corporate identity, I strongly suggest you begin with a brand platform.
The brand platform is a document that encompasses the many components upon which the brand is built. It is a way to focus these diverse elements so your brand can be consistent and relevant to the stakeholders you wish to relate to. Once prepared and approved at the very top management level, the platform should be used as a guide for all branding decisions, strategic and creative. It will also become an integral part of your company’s strategic plan.
Branding, coupled with positioning, can differentiate your business and its products and services from your competitors, That combination can also establish a personality that is both unique and appealing to potential customers. It is a multifaceted, process and discipline. Continue reading Branding and Positioning Go Hand-in-Hand→