Creating an exceptional brand begins with an exceptional brand platform

Why do some brands seem to just have it together? You see the brand amplified in the smallest of details. Everything seems to be connected.

It’s not a happy accident. These brands have something that makes this possible.

A brand platform lays out the guiding principles for the brand. These principles help inform every decision. So how your offering is portrayed isn’t susceptible to the whims of an overzealous first-year sales associate with a penchant for punctuating emails with obscure emojis. Or a branch manager/wanna-be-interior-designer who decides to “accent” the official brand by adding a few new colors.

A brand platform helps you reign in the cowboys and the rogues. But more importantly, it helps you begin to express the brand in new and exceptional ways. Because you have a powerful unity and purpose to help fuel the brand.

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How a brand platform works

A brand platform creates the guidance and inspiration for the brand.

• It defines those you hope to serve, understanding their needs and desires.
• It defines your offering and the benefit of that offering in relation to how…