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.→
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.
Yesterday, after taking eight blog posts to explain the branding platform and the brand vow, I said I�d address naming today. But I forgot a branding activity that really should be tackled before naming your business or product.
That element is your brand story.
It should precede naming because quite often the brand story can trigger name ideas.
Okay, we�ve gone through the process of creating a brand platform � check out the series starting with Branding for Bucks: what entrepreneurs should know � so now we�re ready to fashion the first externally oriented branding element, the brand promise.
In previous post I�ve identified the �planks� in a branding platform, that base structure required to develop meaningful, consistent and relation-building brands.
Just to summarize, I�ve listed the planks with links back to the original posts.