Every big business is based on a solid brand platform that defines its identity, its vision, its mission and the way in which it connects with its audience. A true strategic compass, it guides all decisions while remaining true to the values of the company and the expectations of its consumers. A well-designed brand platform ensures the logic of messages and interactions, ensuring that every action reflects the values and place of the brand. The aim is not only to sell products or services, but to design an authentic experience that strengthens the connection with the public, based on a shared understanding of the vision and mission. And let's be honest, a platform without consistency is a bit like a burger without fries: it can work, but who really wants that?
As a branding agency, we have developed dozens of brand platforms for our clients. We recommend that you be accompanied for this stage. The service provider will help you to take a step back on your business and your personality.
Basically, the brand platform, it's a bit like the backbone of your business. It's more than just an administrative document; it's the heart and soul of what your brand represents. It is the essential reference point for everything concerning the identity of your company, bringing together the essential elements that define your mark : Her mission, her vision, his objectives And her personality. In other words, the brand platform is the strategic guide that ensures the consistency and alignment of each decision made within the company.
Here's what you'll find in a good brand platform:
- Business positioning : where does the brand compare to the competition? What makes it unique and makes your audience choose certain services or products rather than elsewhere? The objective is to stand out and understand why your target would come to you.
- The personality : if the brand were a person, what would it be like? Nice, serious, ambitious? This personality allows your consumers to become attached to it and to find it human. It is a key element in creating an authentic relationship.
- The brand idea : it is the central idea that guides all marketing actions. At the heart of a mission, this idea represents what is really defended and what is shared with your audience. It structures your long-term goal.
- The tone and the way of communicating : the brand, how does it speak? Rather relaxed and accessible or with a more professional and serious tone? It is thanks to this tone that you really engage your audience, whether internally or with your target audience, and get your message across.
- The graphic charter : the visual universe that makes the brand immediately recognizable. This includes colors, logos, and fonts. In short, the image you project that allows you to respect the objectives of visual identity across all media.
- The rules for using the graphic charter : small simple rules that ensure that the brand image always remains consistent, whether on the site, in ads, on social networks, or for any other service related to communication.
In short, the brand platform is what gives your business a well-defined vision and mission, while creating a strong and coherent identity at each point of contact with your audience and internally.
Simon Sinek summed it up well: people don't buy what you do, they buy why you do it. This simple but powerful idea is at the heart of Branding. The famous Why, it is the raison d'être of your business, which motivates you to take action every day. And it is also what makes it possible to create a real connection with your buyers, well beyond the simple purchase of a product.
Each branding agency can use its own framework. The golden circle is now the most effective. It is also a framework used by the largest agencies
The Why, it's what gives meaning to what you do. It's not just a question of selling a product or a service, it's the idea behind it. That's why you exist and what you want to bring to you and your audience. In short, it's what makes you unique and what makes your target audience stick to your brand.
If you are selling shoes, you can say:
“We make comfortable shoes.” → OK, that's factual, but it doesn't mean much.
Or you can say:
“We help people feel confident every step of the way.” → There you feel something. You're no longer just talking about shoes, but about the impact your products have on the lives of your target audience. You touch them emotionally, you make them dream, and that's the power of Why.
With this approach, you're not just selling services, you're selling a vision, an emotion, something that your audience can find themselves in. Result? They don't just buy from you, they buy into your brand, your values, and they become loyal.
The Why doesn't need to be complicated, but it does have to be authentic. Ask yourself why you started your business. What is it that really drives you? What do you want to change or improve for your audience? When you found your Why, it becomes the compass that guides all your actions: from product development to communication, through the audience experience.
In summary, having a Why Clearly, it's what takes your brand from “just a product” to a brand that your audience will love and recommend. More than just a strategy, it is the key to creating a strong and lasting bond with your audience.
A why is simple, on the surface. It can be difficult to find a why that serves your business challenges as well as your image and personality. In line with the brand concept, a reason for being must be chosen carefully. Make an appointment with the studio to get an opinion.
If your brand platform is well-designed, it needs to be consistent across the board, much like a movie where each scene is perfectly aligned to make it all make sense. Whether it's in your communication, thecustomer experience or even the development of your products, the consistency is the key that allows your business to maintain a clear course and branding recognizable in the blink of an eye. Think of your brand as a Netflix series. If each episode has a totally different ambiance, with inconsistent twists and turns, you're going to lose your target audience in season one. On the other hand, if everything remains perfectly aligned with the values and vision of the company, your audience will want to follow each episode, without ever missing a broadcast.
This consistency, this is what allows you to offer a smooth and engaging experience. Let's take an example: if a prospect interacts with your brand via a fun and casual Instagram post, they will expect to find that same tone when they contact customer service or read your emails. Imagine the lag if it goes from light and accessible messages to a formal and strict response in store! La brand platform, that's what ensures that everyone stays on the same page, and that's essential.
In addition, it allows you to keep a strong promise to your audience. They know what to expect when engaging with your brand, whether it's through an Insta post, a purchase on your site, or a simple email exchange. And that little miracle of trust is based on one thing: your ability to stay true to what you say. If you promise a warm and personalized service, your audience expects that same warmth in every touchpoint. Result? They trust you. They know that with you, there will be no unpleasant surprises. This trust is gold in a ultra-competitive market, where every detail can make all the difference.
One more reason why a brand platform is not created internally. It is important to use an agency to keep an external eye on the consistency of your brand across your media.
Your brand platform, it's not just a pretty marketing document. It's also a great tool for your whole team! Every employee must understand and embody the values And the brand personality on a daily basis. Imagine for a moment: if your customer service adopts a super serious and formal tone, while your communication on social networks is fun and casual, you risk creating a big lag. And this lag is going to cause confusion for your audience. They won't really know what to expect and may even lose faith in what your brand represents.
When everyone is on the same page, from the marketing department to the person who answers emails, the entire customer experience improves. Interactions become fluid, coherent, and above all, human. Your brand gains in authenticity and becomes more engaging. Each employee becomes a brand ambassador, strengthening the bond between the company and its customers at every touchpoint.
A good internal alignment, it is also a powerful tool for boosting the motivation and commitment of your team. When each employee knows exactly how to contribute to the company's vision, they feel valued and involved in the success of the brand. And this positive energy can be felt in all interactions with your consumers. In short, everyone is happier and it shows, your audience, your employees, and of course, your business as a whole.
If you want your brand platform Make sparks, thecustomer experience should be at the center of your concerns. Today, the audience is no longer content with buying a product or a service; they want to experience a memorable experience at every point of contact with your mark. And guess what? Your brand platform is the common thread that helps you offer this unique and consistent experience.
But how do you guarantee a customer experience living up to your brand promise? Here are the key points to consider:
Your consumers expect every interaction with your brand to be tailored to their needs. Whether through recommendations on your site or in your emails, a personalized approach shows that you really understand your target audience and that you are there to meet their expectations. By personalizing each touchpoint, you show that your brand puts the individual first, creating a tailored experience that reinforces loyalty and attachment to your brand identity.
If your communication is aligned with your brand platform, each message you send will be consistent. Whether through your site, your social networks or your customer service, your audience must instantly recognize your personality, your values and your vision. Nothing is worse than a brand that says one thing on Instagram and does the opposite in store! To avoid this kind of dissonance, a well-built brand platform makes it possible to define a clear guideline and ensure consistency in each interaction.
The course of your audience should be as smooth as a ski descent without obstacles. From the first interaction with your site to the final purchase, everything must be thought out for the experience to be pleasant and intuitive. A well-built brand platform helps to anticipate these interactions and to design a seamless journey, where each step reinforces the attachment to your brand identity. When the experience is frictionless, your customers feel cared for, creating a relationship of trust with your brand.
Today, consumers are looking to engage with brands that share their values. Your brand platform must therefore include an emotional aspect to create a strong connection with your audience. Whether through your visual identity, your posturing or your mission, you need to reach your consumer right at the heart. This emotional connection is what sets a memorable brand apart from a simple business.
One brand platform is not only used to define who you are as a business, it is also an essential tool in shaping an unforgettable customer experience. When everything is in line, from promise to action, your audience doesn't just buy your service; they have a real relationship with your brand, and that's the key to long-term success!
Backmarket, it is the perfect example of a company that has been able to build a solid brand platform. Their vision is simple: fight against planned obsolescence and encourage people to consume more responsibly. Thanks to fun and committed communication, they were able to capture the attention of a large audience while remaining true to their promise: to offer quality refurbished products. And it works! Their brand identity is now recognizable among thousands, and their strategy has made Backmarket a reference in its market.
MailChimp has managed to position itself as the essential tool for small businesses that want to master their marketing without getting too carried away. Their brand identity is based on simplicity and accessibility. Their promise? Allow each user, even without being a communication expert, to create impactful marketing campaigns. The result: an accessible, fun and memorable brand, with fun visuals and a personality that hits the mark.
Finally, let's talk about a project that is important to us: Bigbuddy, a brand that we created at Elias Studio. Bigbuddy is not content with being a training platform. It is a brand that embodies education and personalized support, with a strong sense of community. Thanks to a solid brand platform and with a unique positioning, Bigbuddy has been able to stand out in an ultra-competitive sector.
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Establishing a brand platform, it is much more than a simple marketing formality. It's about laying the solid foundations of your business, defining what makes you unique and aligning your entire team around that identity. Whether you're selling shoes that build trust or refurbished high-tech products, this is the consistency, the personality and that little touch of Why that will make all the difference.
With a brand platform Well thought out, you're not just creating a brand, you're telling a story to your audience, you're building a relationship of trust, and you're making them come back again and again... like a good burger with golden fries (and admit it, who could say no to that?).
Because a brand platform mission should not be taken lightly, we put our best talents on the job: Strategists, designers, copywriters... We make every effort to create a brand that is a hit in the hearts of your audience. You deserve it.
