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.
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 it meets the needs and fulfills the desires of those you hope to serve.
- It defines what makes you unique among all the alternatives out there.
- It defines the difference you will make in the world.
All of this combines to create a launchpad for the brand. A platform that will unify and strengthen the brand. A platform that will propel your brand.
It won’t be visible to the world. But it will be felt. In the consistency of voice and visuals. In the harmony of words and action. In the singularity of purpose.
It hardly gets said, but smart brands know it. It all begins with an exceptional brand platform.
Dan is an expert brand strategist and author of the book Big Audacious Meaning — Unleashing Your Purpose-Driven Story. He is a founder at Will & Grail — a brand innovation company, helping organizations find their unique, undeniable and unshakable sense of purpose and create innovative experiences that bring it to life.
Originally published at https://www.dansalva.com on November 21, 2019.