Business. Marketing. Sales growth. Community growth. Your job. None of this is easy.
Its chaos on the dancefloor.
And it’s getting harder, faster, and at times weirder.
Constantly evolving channels and media fragmentation. Categories shape shifting and new competitors beaming down out of nowhere.
How do you make order in this chaos? How do you synchronise communications?
Brand Platforms have transformative properties. Some of them are practical. Others operate where excitement and the good times live, the fertile upland pastures of forecasts being realised and ambitions being fulfilled.
These transformative properties are created by a Brand Platform’s intent and unique blend of strategic and creative thinking.
A Brand Platform works as a framework, summarised in a short compelling statement, that captures the vision of a business and the positioning of the product or service it sells.
Think Every Little Helps, Just Do It. Not just food, its M&S food. These aren’t advertising strap lines, they are Brand Platforms that transformed businesses.
Brand Platforms do two fundamental things. In order of importance.
First, they inspire the business. They do this by helping everyone in your business understand the spirit of your mission and strategy. They show the direction, a path to the potential of the business and where you could go. The opportunity.
Brand Platforms provide simple language and a framework to unite in comprehension and in inspiration of the ambition.
They inform how resources should be marshalled. They inspire product development. They guide HR. They help tell the story of your business to your business. .
Second, they inspire customers. They inform the compelling stories the brand tells and the messages it wants to communicate. Whether through influencers, website, newsletter, or advertising.
A brand platform is the organising lens to tell the story of where the business is going.
It creates the foundation of the distinct story you want to tell. It joins the tactical dots, providing a consistency that adds up, to create the compound interest of marketing, building a brand.
Modern brands and products are built differently, they are co-created with core consumers and community. Brand Platforms need to sit at the heart of the business, to give the language, mission, and story to this critical group.
A bit of art. A bit of science. Brand Platforms make your business dance.
