A brand platform is a set of strategic elements that define and guide a brand's identity, positioning and communication. It is a tool that establishes the foundations of the brand and provides clear guidance for marketing and communication actions.
The brand platform consists of the following main elements:
Brand purpose: This is the brand's reason for being, its mission and the impact it seeks to generate in the world. It defines the purpose beyond the generation of economic benefits and establishes an emotional connection with the audience.
Value proposition: This is the unique and distinctive luxembourg phone number data promise that the brand offers to its customers. It describes the benefits and values that the brand provides and how it differentiates itself from the competition. The value proposition should be relevant, credible and attractive to the target audience.
Brand positioning: Refers to the image and perception that the brand seeks to establish in the minds of consumers in relation to the competition. It defines how the brand wants to be known and what makes it unique. Positioning must be relevant, differentiated and attractive to the audience.
Brand archetypes: A concept derived from psychology and personality theory that helps define a brand's own personality. Archetypes represent specific characteristics and values and allow for an emotional connection with the audience.
Brand values: Brand values are the fundamental principles and beliefs that guide a company's behavior and decisions. They represent the ethical standards, corporate culture, and social commitments that the brand stands for. Values define the company's purpose and mission, and must be authentic and consistent with the brand's actions.
Brand attributes: Brand attributes are the distinctive characteristics or qualities that are associated with a specific brand. These attributes help differentiate it from the competition and position it in the minds of consumers. These can be tangible or intangible, and are related to the brand's products, services, customer experience and communication.
Vision: A brand vision is a statement that describes the desired future and charts the direction of the company. It is a clear and ambitious picture of what the brand aspires to be over a longer time horizon. It should be inspiring and motivating, and set a long-term goal that guides all of the company's decisions and actions.
Mission: The mission describes the company's reason for being and fundamental purpose. It expresses the unique contribution the brand seeks to make in the world and how it intends to meet the needs and desires of its customers. The brand mission provides guidance for decision-making and sets out the central pillars of the brand's strategy.