Did you know? Each year, $445 billion is spent on global branding and advertising. Digital marketers understand the ROI and know to invest the necessary resources in designing an effective brand platform.
Whether new or established, every company should have an updated version. Just ask the world's "100 Most Valuable Brands." Thirty percent of them developed their brand platform before 1900 and have stayed true to their original premise today. Why? Because the message (and consistently touting that message) resonates with their target audience and is one that can be served up either offline or online. Kent Huffman, Chief Marketing Officer at BearCom Wireless, believes that "The brand platform is an essential element of your overall marketing strategy, as it reflects the common values throughout your organization and helps define how you deliver value to your customers. And effectively communicating that platform to all stakeholders, external and internal, is just as important."
Agreed.
A brand platform is a business milestone because it outlines how you present yourself to customers, prospects, potential partners, employees, and the community at large. It outlines the unique attributes that define your company and its character, and it communities your brand identity, personality, and positioning.
Still . . . What's the big deal about branding?
Because externally with prospects and customers, branding helps you to:
- Effectively communicate what is different about your company with increased consistency and frequency, across many tactics (Web, new logo, marketing and sales collateral, blogs, sales presentations, analyst coverage, media, etc.)
- Educate customers and prospects on why they should do business with you
- Help current and future customers differentiate you from competitors through sustainable brand attributes
- Increase recall of company brand. Make your organization top-of-mind with customers
Because externally with prospective employees, branding helps you to:
- Send a positive message to prospective employees, and
- Instantly help to segment candidates that are drawn to the personality of the company
Because internally with employees, branding helps you to:
- Increase consistency of how employees describe the company and what you do
- Increase pride re: new branding for company and business services
- Provide guidance on what enhances and promotes social interaction, both on and offline
- Highlight the importance of employees' work product and interactions with customers
Convinced yet?
Well, I asked another branding expert, Ms. Kathy Saenz, Corporate Communications Manager for INgage Networks, about why B2B and B2C corporations should create and/or re-visit their brand platforms. She surmises that "Creating a corporate brand platform is more than a snappy tagline or re-positioning statement, it serves to inspire – tells the world who you are, consistently and confidently. If you don’t define your brand, who will?"
Not only that, but once consumers understand your brand platform, the 80/20 rule goes into effect. You know the one: 20% of your customers end up delivering 80% of your revenues. How can you increase that 20% to 50%?
To help you get started, here is the Cliff’s Notes version of the 5 elements of an effective brand platform and the definitions of each:
1. Core Identity:
The central, timeless essence of the brand that is unlikely to change as your company explores new business services and markets. It is consistent and clear throughout all you do and is the brand driver.
2. Extended Identity:
Extended Identity encompasses distinct and meaningful associations that you wish to have attached to the brand. They add breadth to the brand identity and provide a foundation for both internal and external programs. The extended identity can also serve as proof points for your brand.
3. Brand Promise:
The Brand Promise is a statement of what your brand is committed to doing and being. Externally, it is a promise you make to customers. Used as an internal tool, the brand promise reminds employees how they contribute to the company's success and the value it provides.
4. Positioning Statement:
A brand's Positioning Statement provides guidance and key messages, explaining who the company is, and what it does. It is how your organization wants to be perceived.
5. Brand Personality:
The Brand Personality consists of adjectives that describe the type of person the brand represents. It provides depth, feelings, and spirit to the brand that can be applied across communications tactics. It is the tone used in communications but is not directly stated.
When developing your online corporate messaging, don't leave out the brand platform. It is an essential element to your overall digital marketing strategy.
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Effective Brand Platform
Did you know? Each year, $445 billion is spent on global branding and advertising. Digital marketers understand the ROI and know to invest the necessary resources in designing an effective brand platform.
Whether new or established, every company should have an updated version. Just ask the world's "100 Most Valuable Brands." Thirty percent of them developed their brand platform before 1900 and have stayed true to their original premise today. Why? Because the message (and consistently touting that message) resonates with their target audience and is one that can be served up either offline or online. Kent Huffman, Chief Marketing Officer at BearCom Wireless, believes that "The brand platform is an essential element of your overall marketing strategy, as it reflects the common values throughout your organization and helps define how you deliver value to your customers. And effectively communicating that platform to all stakeholders, external and internal, is just as important."
Agreed.
A brand platform is a business milestone because it outlines how you present yourself to customers, prospects, potential partners, employees, and the community at large. It outlines the unique attributes that define your company and its character, and it communities your brand identity, personality, and positioning.
Still . . . What's the big deal about branding?
Because externally with prospects and customers, branding helps you to:
Because externally with prospective employees, branding helps you to:
Because internally with employees, branding helps you to:
Convinced yet?
Well, I asked another branding expert, Ms. Kathy Saenz, Corporate Communications Manager for INgage Networks, about why B2B and B2C corporations should create and/or re-visit their brand platforms. She surmises that "Creating a corporate brand platform is more than a snappy tagline or re-positioning statement, it serves to inspire – tells the world who you are, consistently and confidently. If you don’t define your brand, who will?"
Not only that, but once consumers understand your brand platform, the 80/20 rule goes into effect. You know the one: 20% of your customers end up delivering 80% of your revenues. How can you increase that 20% to 50%?
To help you get started, here is the Cliff’s Notes version of the 5 elements of an effective brand platform and the definitions of each:
1. Core Identity:
The central, timeless essence of the brand that is unlikely to change as your company explores new business services and markets. It is consistent and clear throughout all you do and is the brand driver.
2. Extended Identity:
Extended Identity encompasses distinct and meaningful associations that you wish to have attached to the brand. They add breadth to the brand identity and provide a foundation for both internal and external programs. The extended identity can also serve as proof points for your brand.
3. Brand Promise:
The Brand Promise is a statement of what your brand is committed to doing and being. Externally, it is a promise you make to customers. Used as an internal tool, the brand promise reminds employees how they contribute to the company's success and the value it provides.
4. Positioning Statement:
A brand's Positioning Statement provides guidance and key messages, explaining who the company is, and what it does. It is how your organization wants to be perceived.
5. Brand Personality:
The Brand Personality consists of adjectives that describe the type of person the brand represents. It provides depth, feelings, and spirit to the brand that can be applied across communications tactics. It is the tone used in communications but is not directly stated.
When developing your online corporate messaging, don't leave out the brand platform. It is an essential element to your overall digital marketing strategy.
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