“What is your company’s brand platform?” “Do you also have an online platform?” Without a doubt, these are some of the questions you commonly hear these days. And these are thrown particularly on different social media sites where businesses are trying to establish their own platforms.
But What Exactly is a Brand Platform?
A brand platform is simply a strategic element (it can also be a statement) that helps in communicating what your brand really stands for. It may include, but not limited to, what your business does, how different your brand is in the competition, and what your brand really delivers. Even if you build your platform online, you are still establishing a niche in the online space. From there, you can effectively communicate all of your brand messages; thus, helps in building your online platform.
Fundamentally, there are five elements that make up a brand platform. They are detailed below:
The company’s mission statement should clearly state your business and brand’s purpose. Meaning, you have to determine the exact purpose of your business before you can even define your mission. Although it does not need to be quantifiable or even overly specific, it has to concisely explain your company’s purpose for existing in the first place. In addition, the mission statement must make reference to your long term needs and goals while clearly defining your brand’s features and benefits.
Here are some helpful tips for writing an effective mission statement:
- Define Your Company’s Purpose – your mission statement should be able to clarify the very intentions of your products and/or services.
- Do Not Forget About the 4 Key Elements – these are value, inspiration, plausibility, and specificity.
- Keep it Short and Sweet – keep in mind that you are writing a mission statement, not an essay. Be direct to the point. While you can be creative, veer away from words that are quite difficult to understand.
- Choose Long-Term or Short-Term – the idea here is to simply choose a mission statement that reflects your company’s short-term or long-term aspirations, so make sure you choose the one that best describes your company’s goals.
#2. Brand Position
Here, you can put together a list of words that describe your business or brand perfectly. It should also contain words that you would want your customers to think when hearing your brand name. However, make sure that these words are, in one way or another, completely different from other brands. Once you gather them, review the list and select the one that perfectly defines the position that your brand should hold in each customer’s mind. Your goal here is to own this word in the very minds of your consumers.
Think of your favorite product or brand. What word comes out of your mind when you think of it? For instance, when you hear brands like Windows or Macintosh, what word pops out of your head? You need to apply the same idea to your brand.
#3. Tagline or Slogan
As you build awareness, it really helps to add a reminder of sort of your brand’s promise. This is where a tagline or slogan comes in very handy. Even well-established companies or businesses use taglines, so they can remind their customers of their brands’ promise. Who could forget Nike’s “Just Do It” or Burger King’s “Have it Your Way.” These slogans are so memorable that they help position these businesses for growth. You can also create taglines based on your company’s current position in the market. Take for example Burger King’s “Why Eat With a Clown When You Can Dine With a King?” It does not directly refer to McDonald’s but it somehow projects the same idea. Your slogan or tagline, however, can change depending on the market need or position. Just make sure that it still conveys the same message.
#4. Value Proposition
Although value proposition is an overused term, it still offers, well, value. In its most organic form, value proposition refers to your brand’s competitive advantage on the market. It tells your customers why your products or services are better than others – and there should be a specific reason for saying so. To put it simply, your brand’s value proposition provides a meaningful reason why customers should first consider making business with you over other brands on the market. Just think about what your brand does that your competitors do not. What is it with your brand that makes it a unique product or service in the first place?
#5. Brand Story
It holds true that people love stories. Apparently, your company’s history can provide consumers – and media, too! – the much-needed insight into your brand’s promise. Stories like this give your business a more human touch. Your brand story can either include real-life examples of how you managed to live up to your brand promise or demonstrate how your value proposition has evolved over time.
While the above-mentioned elements are essential in developing your brand platform, it is still the consumers who create your brand. So, make sure that this platform of yours can effectively connect with consumers in a human level.