A brand can be described as a bundle of associations associated with a company name, service or product name. A strong brand is well known, clearly and positively charged, Top of mind simply! Attention in a broader context usually characterizes strong brands, for example when it comes to social issues, the environment and the social debate.
A practically useful brand platform must not be too extensive or diffuse, rather concrete in essence that summarizes the brand and which gives clear guidance in communication. The brand platform can be designed in different ways and contain different components.
1. Mission & Vision – If you need a little deeper, something that is motivated from within is also needed.
Why are we there and what do we want to achieve? What is our mission that we can proudly stand for? Related is the vision that also expresses long-term goals and gives a direction wherever you strive.
2. Maintain a line with appropriate manners, tonality and attitude.
This includes both text and imagery, and the goal here is to find a uniform level in your communication that primarily involves feelings and attitudes. Of course, control should not prevent different levels depending on the channel and target group.
3. Brand promise – What does the brand guarantee?
The brand promise summarizes your commitment to your “promise” to the customer. Link this to your USPar and the target groups you have. Live the promise at every communication opportunity and customer contact.
4. Positioning – Where do you stand today in relation to your competitors?
Set up key figures, KPIs that give a picture of your position in the market in relation to your competitors. Set goals on how to develop your position forward and which gives a clear direction.
5. Business concept – Create a focal point!
The business or business concept briefly and concisely describes what the company or organization does and for whom. Keep it simple and clear Don’t think that everything has to come along.
6. Audiences – Who is your customer?
The target groups are the people you direct your communication to. Feel free to analyze the needs and wishes of the different target groups and how you meet each group with your offer.
7. Core Values - Values help to stay the course!
Which are your values or values, stick to a handful of concepts and develop them with a few simple sentences that can guide the daily work within the company.
8. Find a Tagline / USP / Slogan that you can tie a communication around.
The goal here is to show how you and your brand stand out and are unique in your offer in a positively charged way. Usually it is a line of text that is under or next to the logo.
9. Build the brand around a good name and a strong logo.
The work of developing a logo and graphic profile should be the first thing you do before proceeding with all other communication, but without logo it will not work. Here is the challenge of creating strong expressions and emotions with small nuanced means.
10. Include the employees so everyone moves in the same direction!
With a concrete profile manual or brand platform, it becomes easier to get employees and other actors in the work to build the brand. Inform, engage and allocate resources and you build a team where everyone draws in the same direction.
A strong brand strengthens your position in the market and makes you sell more!
In many ways, everything in your brand building is about positioning yourself. Be consistent in all your communication. It is equally important that your employees join the train and strengthen the image you want to convey about your company to the outside world. This should characterize your website, your marketing, the contacts with the customer and everything you do.