Have a strong brand identity. Do you dream of it? I understand you because thanks to this, your brand will be directly identifiable, you will be able to stand out from the competition and win the hearts of your customers!
To make this possible, let's tackle the foundations of your brand!
Let's go around the brand platform : I invite you to discover what it is in practice as well as its applications.
Let's go 🚀
La brand platform represents The identity of a brand. It is a marketing tool which synthesizes and formalizes the latter. It will make it possible to have simple, clear and impactful words to express the brand's raison d'être and its differentiation.
It includes elements such as the mission of the brand, the vision, the manifesto, the description of the activity...
When building a brand platform, you need to ask yourself a fundamental question: What is the raison d'être of this brand? (it's the famous why by Simon Sinek 😁). But beware of speeches that lack sincerity! It always comes to light and it can be harmful for your brand, especially in the age of social networks...
To launch your business, You have to know who you are first ! The brand platform, as the name suggests, is the basis of your brand. These are its foundations. It is a strategic document.
So, by formalizing and synthesizing your brand identity, you are clear with your brand mission, you and your team are moving in the same direction and know how to present yourself as a brand. Your positioning is much better defined! This is essential, because if you don't know who you are, you don't know where you are going 😅
This summer at Elias, we worked on the project to create a brand that intends to revolutionize remote work: Smartcollab. As you can imagine, it was necessary to design the brand platform, in addition to their website. It was a real team effort! 🤩
On the one hand, the Hyperealist agency worked on the strategy and positioning of Smartcollab.
For our part, our consultants have developed the brand identity, created the Brand Book, the graphic charter and created the webdesign of the Smartcollab site.
Do you see? The brand platform is a foundation on which all other branding elements fit together. It is Step 1 of a successful branding strategy. The base 😎
There is no one way to build it. However, I recommend that you refer to the Golden Circle by Simon Sinek 😁 As a reminder, Simon Sinek codified how the best companies communicate. He identified that successful businesses first communicate about their Raison d'être, then on their competitive advantage and finally on their product.
His work is about brand identity and that's why he belongs here. In your platform, I therefore advise you to include Simon Sinek's three items: What - How - Why.
What - corresponds to what the company does
How - corresponds to how the company does it, it is its competitive advantage
Why - corresponds to why the company does it, it is its reason for being, its values and its beliefs.
You can also add the item: Who - which corresponds to what the company is, its personality.
To go deeper into each of these points, I advise you to go and read this article on the brand platform. You can fill in each section easily 🙂 Well... not too difficult!
Congratulations, you have a great brand platform! All these words that give meaning to your brand are magnificent 😍 Only, this document should be useful to you, it would be a shame not to use it to its full potential. So, to make the brand platform actionable, it is recommended to do a Brand Book : it is a guide that allows you to translate the main concepts of the brand platform into first implementations in terms of graphic style, verbal style and in terms of the services offered.
With this tool, you will be able to concretely apply the main principles of the brand. For example, if your brand revolves around a belief in gentleness, you might think about putting cotton in your packages to highlight this big idea.
Now it's up to you to find applications to convey your concepts !
Who says building a brand platform, says building a brand! If you are doing the rebranding your brand, I have a complete guide to recommend right here 😏 It's a gift 🎁
This is how your reading through the first step of a branding strategy ends. I wish you a good construction of your brand platform! To your tools! 🤩
