In 2024, if you want your business to shine, it's no longer enough to have a flashy logo or a pretty site. No, the real star is your brand platform. She is the one who gives your brand its identity, its style, its “vibes”, and above all, it is she who creates this magical connection with your fans, sorry, your customers. The brands that are popular today no longer just sell products, they offer you an experience, a reason to love them and to come back again and again.
Let's take brands like nike, Backmarket or even Burger King. These giants didn't just succeed in creating products that everyone loves. They knew how to build a brand platform for their business with a vision that resonates deeply with their audience. Thanks to well-crafted communication, a clear positioning and a promise that holds true, they are not content with selling, their vision inspires them. That you want to go beyond your limits as with nike, drink water with a little taste of luxury as with Evian, or just have fun while eating a good burger, these brands have created unforgettable experiences.
The secret? Be authentic, speak truthfully, and above all, stay true to your values. So, if you too want to build a brand platform that will make your business a real star in 2024, take inspiration from these pros and find your own style!
A brand platform is a bit of the secret recipe that makes your brand stand out (it's actually not that secret). Basically, it's a set of rules and decisions that define everything your brand is and what it means to your business. This includes everything from its mission, to how the company communicates with its customers, to its values, vision, and promise. It's a bit like the backbone of your brand image, the one that guides you in all your choices.
And if you really want to know everything about how to create a concrete brand platform, we've already written The ultimate brand platform guide. This guide is your bible for understanding everything from the multi-step process to practical examples, with tips for making your brand speak directly to your audience. We explain everything to you: how to define your goals, how to be consistent in your communication, and above all, How to differentiate your business of your competitors.
So, if you want to know how to make your brand a star, read this guide and discover how a well-designed brand platform can transform your business and propel you to the top. And believe me, once you understand the basics, you'll never look at branding the same way again!
We know that a brand management has succeeded in its mission when it manages to reduce the gap between two key aspects: on the one hand, the desired image, what the brand seeks to embody through its actions, its communication, and its positioning; on the other hand, the perceived image, the way in which its customers and its audience actually see it. One brand platform Successful is the one that manages to align these two visions, thus generating a powerful and coherent brand identity.
Even though the brand platform itself often remains an internal and confidential document, its success can be evaluated by checking whether the brand meets several essential criteria:
A successful brand knows where it is. It is well established where it is expected, or where it has been able to position itself strategically. This means that it has succeeded in defining or redefining its DNA in perfect harmony with the positioning it wishes to adopt. Its products or services not only meet the needs of its customers, but also to their profound aspirations, which reinforces its identity in its sector.
A brand that stands out is a brand that has known differentiate yourself from your competitors. It achieves this through a unique character, clearly defined values, and a strategy that reflects these elements in every aspect of its business. This differentiation is based not only on visual elements, but on a profound meaning: the brand platform articulates a strong commitment that clearly distinguishes the brand from other players in its field.
A brand platform is successful if the message it sends is clear and perceived consistently by the audience. The commitment made through brand communication must be precisely calibrated and fully fulfilled. In other words, customers should feel that the brand's mission is in line with their expectations. If the brand has an excellent image, it is because it has been able to maintain consistency between what it promises and what it delivers.
Finally, a successful brand is one that has been able to generate a solid link with its consumers, whether internally or externally. This relationship is based on a consistent brand practice, where each interaction, each action reinforces this connection. When a brand is adopted and appropriate by its audience, it is because it has been able to create a real community around its values and vision. She maintains a relationship of trust that reinforces loyalty and commitment.
Nike isn't just a sneaker brand, it's a true brand platform that embodies a vision of performance, persistence, and success. By defining their mission around the famous slogan “Just Do It”, Nike does not only offer products, but a clear commitment to its consumers: action and self-conquest. Their brand position is built on a consistent basis, well beyond simply selling shoes. Whether you're a top athlete or a casual runner, Nike manages to connect with its audience by sharing a strong and inspiring brand image. They have succeeded in creating a brand platform where every action, every innovation reflects this vision.
In 2024, Nike continues to push the boundaries, but this time with a particular focus on sustainability. The brand's goal is no longer just to run faster, but also to run greener. Their positioning now includes elements of environmental responsibility, which have become essential in their communication with their customers. Nike knew understand consumer expectations and adapted its plan to include sustainable practices, while remaining true to its identity.
In France, Nike remains a reference on the market, thanks to an offer that combines style, performance and sustainability. This approach is attracting an audience that is increasingly concerned about the impact of their purchases. Nike is an example of a brand platform that has evolved with the times while remaining consistent with its history and values. By combining innovation and respect for the planet, Nike shows how a brand can adapt to modern trends while maintaining a strong brand identity.
Evian is a bit like Chanel mineral water. With its high-end positioning, the brand has been able to define a brand identity clear, combining purity and luxury. Each bottle tells a story of elegance, reinforced by its 100% “Made in France” DNA. The brand doesn't just sell water, it offers a refined experience to its consumers, making it an example of a successful brand platform in the premium beverage market. Drinking their bottle is like tasting a piece of French prestige, a Raison d'être that resonates across the world.
But Evian is also a committed brand. In 2024, the company made environmental responsibility an essential element of its approach. Their aim? Offer sustainable products while remaining synonymous with chic. Their communication around sustainability attracts a target that cares about the environment, while offering a high-end service. In France, the brand continues to seduce a public concerned about the future of the planet, while remaining glamorous. With them, you can be green without sacrificing style, a real promise that sets them apart in the industry. A great example of brand platform Who knows how to evolve while remaining true to his identity chic and refined visual.
If you're looking to automate your work without having to dive into hours of coding, Zapier is the silver bullet. Their brand platform is based on a precise vision: to make automation simple and accessible to everyone. You don't need to be a technical expert to automate your daily tasks. Zapier is aimed at a wide audience, from freelancers to large companies. Their mission is to enable everyone to Save time by connecting applications fluidly. Zapier has succeeded perfectly in defining a positioning that eliminates complexity to offer a stress-free journey, while meeting the needs of the market.
Zapier embodies a perfect balance between premium service and incredible simplicity. Their brand strategy highlights ease of use while offering powerful features. Whether you are a pro looking to optimize your workflow or an individual wanting to automate their daily actions, Zapier makes your life easier. They knew how to identify their target with precision and their promise is clear: quality service, without headaches. It is this combination of consistency in their communication and effective service that has made Zapier an essential reference in the automation market. They are proof that you can be serious without taking yourself too seriously!
Backmarket is the Enfant Terrible of the refurbished market, and they are totally in charge. Their positioning? “The new is outdated, make way for the refurbished!” But they don't just say it, they proclaim it proudly, with a bold identity and an offbeat tone. They knew how to define a brand strategy which breaks the traditional codes of e-commerce, transforming a market perceived as low-end into a real revolution. In France, Backmarket has become the symbol of responsible consumption, combining ecology and a provocative attitude. Their raison d'être is clear: to make refurbished products as cool as they need to be, with a vision focused on sustainability, without compromising on style.
Backmarket is not just a brand, it's a real movement. Their brand platform goes beyond the simple sales site to create a community committed to strong values: eco-responsibility and the opposition to overconsumption. What makes their brand image unique is this ability to turn their customers into real modern pirates, ready to thumb their nose at the brand-new society. Through bold and consistent communication, Backmarket has been able to create an ecosystem with which each client feels part of a larger mission. They don't just sell products, they offer a promise: to consume better, while having a positive impact on the planet. In short, if you want to join the green rebellion, Backmarket is the destination to follow!
Burger King is the brand that makes you laugh even before you take the first bite. Their brand platform is based on an offbeat, slightly insolent tone, but always close to their customers. They know how to define a brand signature that shares humor and emotions, making each visit memorable. Their communication tool is full of punchlines and viral campaigns, making Burger King much more than just a fast food restaurant. The secret to their success? Never take yourself too seriously, while ensuring products that are taken very seriously. Their brand strategy is direct: to remain fun while being a trusted brand for their consumers.
Burger King is much more than a fast food restaurant, it is an experience. Their positioning is based on humor and accessibility. Their branding is designed to be human, simple and always a bit quirky. Every element of their brand identity, from the visual to the communication, is designed to create a strong bond with their consumers. When you walk into BK, you know you're going to eat well, but also have a good time. The promise is concise: burgers that are a hit and an experience that makes you smile. You laugh, you eat, you come back. That's the simple and memorable effectiveness of Burger King.
La Formula 1, it's much more than cars that run at full speed. It is a genuine brand platform that combines prestige, adrenaline and excellence. Each race is a show of power, where each corner embodies this ultra-exclusive brand image. In 2024, Formula 1 was able to define an approach of modern branding, while maintaining that aura of luxury and performance. It is a brand that knows how to perfectly capture emotion, with a simple promise: to experience moments of high intensity, where power and technical perfection meet.
Even if F1 could be perceived as elitist, it was able to reach a new generation of fans thanks to a communication strategy more connected and accessible. Their positioning? Reinventing luxury while staying true to their roots. They knew how to create a perfect balance between tradition and innovation, making each race unique and unforgettable. Thanks to their ability to understand and identify the expectations of younger and digital customers, Formula 1 continues to be an example of a brand platform that adapts to the times without losing its prestige. It is one of the few sports that succeeds in combining the tradition of motorsport with a vision for the future.
Stripe is much more than a simple online payment tool, it is the technology that allows most e-commerce sites to work without a hitch. Their brand platform is built around two key concepts: simplicity and reliability. Whether you are an entrepreneur or a large company, Stripe's mission is to manage online payments without the need to be a tech expert. Their brand strategy is to make complex processes ultra-accessible, which is an essential element in conquering the market. Behind this apparent simplicity lies cutting-edge technology that allows thousands of businesses to grow without worrying about technical details. Stripe was able to respond to a direct brand identity: a trusted technology partner for those who want to focus on their business without hassle.
In 2024, Stripe is much more than a simple payment platform, it is a real growth partner for all online businesses. Their smart and accessible branding makes them the ideal solution for entrepreneurs who want to evolve their business without having to worry about technical details. Their promise is simple: Stripe manages the technical part so that you can focus on the essentials, growing your business. This vision of stress-free growth has made Stripe an essential reference in the world of online commerce. Their brand identity is based on trust, innovation and robust service, creating a real impact on how businesses navigate the e-commerce world.
Bigbuddy is not content with providing training, their mission is to focus on education by offering a genuine learning experience. This innovative approach opens up a new dimension in a sector that is already very competitive. Bigbuddy not only offers skills, but also a path to personal growth, making it much more than just a training platform. Their Raison d'être is to transform the way their members learn and grow, and that clearly sets them apart in their sector.
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At Bigbuddy, education is also a family affair. They have been able to create a close-knit community where each member feels valued and supported. This warm approach is part of their image and perfectly reflects their personality. We had the privilege of making this brand platform by putting forward this idea of a Bigbuddy family. This corresponds fully to them and brings great value to their business, by developing a powerful and lasting relationship with their audience.
So what do we learn from these brand examples? Whether nike whose mission pushes us to surpass ourselves, Evian Who embodies French elegance or Backmarket which turns rebellion into a real asset, all these brands have been able to build unique and powerful brand platforms. The secret? Remain authentic, logical and, above all, talk to your customers with a true and direct method. Each brand identity is distinguished by a clear positioning, a strong promise and a vision aligned with consumer expectations.
If you are looking to create your own brand platform in 2024 for your business, take an example from these giants. But above all, the aim is to define your own tone for your brand, which is unique to you. The most important thing is to Understand who you are, what you want to offer, and how you can stay in sync with your market and your target audience. Along the way, have fun, stay true to your reason for being, and you'll see, success will follow!
Chez Elias Studio, we support you in the definition and creation of your brand platform. We are doing everything we can to help you building a powerful identity, coherent, and adapted to your ambitions, in order to Make your business shine over the long term.
