BRAND PLATFORM

The brand platform contains a description of the main characteristics of the brand, its attributes, uniqueness, and distinctive features. The brand platform is the most important tool in the process of developing and planning a strategy to introduce and promote a trademark to the market.

The mandatory components of the brand platform are the brand philosophy and mission, its values, the product USP (unique selling proposition), consumer insight, the description of the target audience (such as age, sex, life preferences, prevailing buying motives), consumption behavior, functional and emotional brand characteristics, price segment and others. Along with the brand platform, a communication platform is simultaneously developed and it serves as a document that defines the rules for brand communication with consumers (visual and auditory styles of communication and its essence).


BRAND PLATFORM

The development of the brand platform helps to avoid the brand becoming ambiguous and to strengthen its position in the market: brand communication messages with clear positioning are recognizable and understandable, they work to keep the main idea clear and therefore achieve their goal effectively. Often not enough attention is given during the development stage of a trademark positioning, and in several years it is necessary to reposition the brand, since unexpected and unplanned events can form a field of undesirable or irrelevant associations. And these high and excessive costs can and should be avoided.

The brand platform clearly specifies which messages (both verbal and visual) are desirable for use in promotional activities, and which are absolutely inappropriate and fixes key positioning components and communication channels that are suitable for the targeted audience. Particular attention is paid to the definition of brand values that consumers associate with a particular product, service or company. This process needs to be done before drawing a logo or ordering image boards since it includes the formation of the brand identity, its uniqueness, competitive differentiation and essence, and not just putting a brand name on a package or business card.