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.
So when I suggest the brand platform should contain the corporate mission statement, vision statement, values statement and positioning statement, it is possible they already exist. But if not and your company has not addressed those statements, I’ll define and differentiate them here so there’ll be no confusion as to the function of each and how each affects the corporate brand. Continue reading Brand Must Reflect Company Vision, Mission, Values and Position to Be Creditable