A communication platform is a document that outlines the main principles of communication between a brand and its audience. A communication platform usually contains the following elements:
- Communication strategy;
- Key messages for different TA segments;
- Language and tone of voice;
- Nature, values, and mission;
- Brand territory.
The term ‘differentiation’ refers to topics and ideas that differentiate a trademark from its competitors. These topics and ideas are used to communicate a brand’s positioning strategy to the customers.