Building Your Brand Platform
Branding decisions are the foundation of your brand platform – the base upon which your brand is built. These decisions result from honest, thorough self-examination. In order to reach your branding decisions, here are the questions you need to ask . . .
What is our positioning?
This question is where the introspection starts. In the global marketplace, how do you want to be known? Are you the safest airline in the world? Are you the most comprehensive cancer treatment center in North America? Are you the most reliable delivery service in town? You don’t have to be the biggest. You do have to determine what sets you apart. Speed? Honesty? Dependability? Brand positioning means that all brand activity produces a singular positive result. It is what you want the consumer to think of first. It is the focus. What is yours?
What is our purpose?
Why do you exist? Defining your purpose tells the world your reason for being. It goes beyond public perception of what you want the public to believe. Is it medical research? Then your purpose is to save lives. Is it architecture? Then perhaps your purpose is to design more efficient buildings or energy systems that are more sustainable. Is it transportation? Then your purpose may be to ease congestion, eliminate pollution or perhaps reduce travel time. No matter the industry, your purpose is to make the world a better place. How you will do that is what sets you apart.
What is our mission?
Say “mission” and people think “mission statement.” That is unfortunate. Most mission statements are like party balloons – overinflated and there just because people expect them to be. Like something from the days of King Arthur, they sound noble and righteous. But they say nothing. Your mission – and your mission statement – should be based on your purpose. It should be clear, concise and void of helium. It should tell a story in one sentence. Take Amazon’s mission: “To be the Earth’s most customer-centric company; to build a place where people can come to find and discover anything they want to buy online.” Or Skype: “Skype’s mission is to be the fabric of real-time communication on the Web.” What promise do you make? That’s your mission.
What are our brand’s attributes?
Brand attributes are your brand’s qualities and values. Consider them your brand’s character. Commonly, these attributes are one or two-word bullet points that succinctly relate what your organization believes and prides itself upon. If you are in the health care industry, your attributes could be compassion, experience and comprehensive care. If technology is your industry, attributes could include collaboration, integrity and flexibility. A food producer might want to voice quality and sustainability. Your brand should express each of these attributes, both visually and through a tagline and other supporting text.
What is our brand’s personality?
The different facets of your brand’s character are the elements of its personality. Yes, a brand has personality. It can be cute and fuzzy like Coke (think polar bears on ice) or global and daring (think Apple). The logo, the color of the package, theme song, background music, slogan, even the typeface are individual aspects that add up to personality. Determining your brand’s archetype – its foundational strengths – will help delineate its personality. Is your business built on competence and courage? You are “The Hero” archetype. Do you value wisdom and rational decision making? You are “The Sage.” Defining the core principles that drive your business will reveal your archetype and your personality. It is who you are – not just what you sell. Use this knowledge to make a connection. And if you want it to be a lasting connection, it has to be genuine. As Coke says, “It’s the real thing.” Now you know the questions. The answers will be your branding decisions – the raw material for your brand platform.
Build it strong.