Brand platform development

Fabula Branding has developed its own unique methodology for creating a brand platform, taking into account world-renowned working methods and the agency's vast practical experience in building effective brands.

The brand platform development brief takes place after the analytical stage — market research, competitors, consumers, and brand. Based on the data obtained and analyzed, a document is created that will help the client throughout the life of the trademark. Let's take a closer look at the structure of the brand platform - the main points that this guide includes.

Description of the target audience

The description of the brand's target audience is created on the basis of consumer research and helps to navigate the needs, desires, preferences, and behavioral characteristics of customers. This means that it helps to develop the most effective marketing strategies, products, and services that the audience will like.

The description of the CA includes the following characteristics.

Demographic: age, gender, marital status, income level, education, profession, place of residence.
Psychographic: values, interests, hobbies, lifestyle, beliefs.
Behavioral: habits, frequency of purchases, ways of using a product or service.

The knowledge base about the audience helps to maintain market demand for many years and serves as a support for new ideas and solutions.

Rational and emotional advantages

The rational advantages of a brand are characteristics that tell about functionality, quality, reliability, durability, and other objective parameters. They are important for people who make decisions based on information analysis.

Emotional ones are related to lifestyle, values, and style. These are subjective parameters that evoke a sense of unity with the brand. Speaking the same language with TM, having common principles, and a cultural environment is especially important for those who make a purchase decision intuitively.

Both types of advantages complement and reinforce each other, being a particularly important part of the brand platform: the price of a product depends on how productively they work together.

Values
Values are meaningful ideas and beliefs that determine the direction of work, character, and reflect the brand's personality. Companies that are interested in more than just business are more stable and popular.

Values are the basis for making important business decisions, developing a development strategy, and communication options. They help the company maintain its identity by finding like-minded partners and clients.

The mission

The brand's mission statement is a company's philosophy that goes beyond business concepts. She helps the team and clients understand why the company exists, what tasks it solves, and what benefits it brings to society.

The mission usually reflects the following aspects.

The purpose of existence. What does the brand want to achieve?

Values. What are the principles underlying the work?

The target audience. Who are trademarks created for?

The difference from competitors. How does TM differ from other companies on the market?

It is an important tool for company management and brand development. The mission helps employees see the true meaning of their work, and customers to know that the brand shares their views.

Personality

Character is a set of qualities that make a brand come to life in the eyes of people. This affects the rules of communication with the audience, evokes emotions and forms an impression of the company or product.

Character is an important part of creating a brand platform that helps convey personality. Character is formed based on mission, values, and positioning.

Positioning

Positioning is the image of a brand in the eyes of the consumer, as well as a marketing document that shows its separation from competitors, its place in the market and in the minds of people. It is a compass that helps the company's team to consistently reveal the essence of the brand, attracting an audience.

Development begins with an idea that evolves into communication and visual messages. The coordinate system, brand territory, archetype are defined and prescribed, and photo and video conferences are given. All this helps to get complete information for the presentation of the CA trademark.

Pyramid

A pyramid is a model that describes the levels of perception of a brand by consumers. It helps to understand how customer loyalty is formed and what factors influence it. The pyramid is built on the basis of all the elements of the brand's platform, bringing them together and succinctly describing them.

Fabula Branding — experts in brand strategy

And these are not just words. We have been providing this service for 10+ years, and we have 100+ successful cases in our portfolio on creating a company brand platform and positioning. We conduct research for each of our projects because we are sure that strategy is the basis of branding.

Our team:

develops thoughtful, research-based brand platforms;

it reveals the value potential, helping to go beyond the product and marketing.;

creates brand pyramids that have been helping clients in their work for many years.;

accompanies the client's team during the implementation phase.

You can find out the cost of developing the brand's platform through the feedback form.