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The brand platform contains a description of the main characteristics of the brand, its attributes, uniqueness, and distinctive features.

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).

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.