A brand is the perception others have about your company.
The science of branding is about taking control of what your audiences think – and say – about your brand. But before you can successfully influence your audiences’ perceptions, you have to get absolutely clear on what you want them to think and experience.
Brand is not what you say it is. It’s what they say it is.
– Marty Neumeier, The Brand Gap
Brands that survive and thrive in today’s fast, saturated and commoditized business environment are strong, clear, differentiating and quick to adapt to the ever-changing marketing landscape.
To fully understand the world in which your brand must thrive, you first need to develop a brand strategy – the context for your branding efforts. This is not the time to debate details or get tactical – this is the time to focus on research, analysis and planning and to answer some big-picture questions.
Where are we today? This will help to assess and clarify your company’s vision, offerings and current positioning as well as audience perceptions of your company.
What is our vision for tomorrow? This will help to uncover your big hairy audacious goal, growth strategy, business goals and priorities.
What does our environment look like? This will help identify target audience profiles, competitive landscape, emerging trends, global and economic conditions, and any other internal and external factors that affect your business.
Your answers will inform your brand.
Building a strong brand is anything but easy. To assist you with the entire process – from conducting your brand audit through rebranding, we’ve developed this Brand Toolbox.
Your brand platform is the anatomy of your brand. And just like human anatomy needs various parts to ensure its full and proper functionality, so does your brand.
As you develop your brand platform, think about:
If you’ve hit all or most of the above, you now you have … ta-da! … a piece of paper (albeit a powerful piece of paper). So …
Your brand platform means nothing if it’s not effectively and flawlessly translated into every aspect of your business and marketing:
Remember: You must communicate and reinforce your brand platform in everything you create for and about your company.
Imagine how difficult it would be to create a memorable brand identity, compelling and engaging marketing materials, dynamic corporate culture and more with nothing but the general business facts to inform them.
A brand platform is, in a big way, the very blood that courses through every cell of your company, bringing it to life and giving it its unique DNA.
Download our free Brand Toolbox, a guide we’ve developed to assist you with the branding process – from conducting your brand audit to smoothly navigating the process.
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