The brand platform defines the uniqueness and essence of the brand

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Usually these are three or four nouns or adjectives that most clearly reflect the essence of your company or brand. As a rule, half of them relate to the rational side (accessibility, efficiency), others to the emotional (openness, optimism). So, how is the brand platform formed in a simplified version. Sit down with your partners and write as many adjectives as you can to describe your company. For example, family, small, ambitious - everything that comes to mind. Then compare the lists and arrange the words in order of priority.
  
A list of three to five qualities will make up what in professional terms is called a “brand platform”. Your marketing communication will be based on it: naming, corporate identity, communication platform, advertising Specific Database messages, interior design, etc. Let's say you want to open a diner with the right healthy food (vegetarian sandwiches, smoothies, fresh juices, etc.) You understand that your main advantages are "speed" and "naturalness". You can also add something of your own, for example, "culinary", when you do not just create natural food, but also do it with taste. Thus, for example, the Culinarium brand was born.



A brand is a person Each brand has its own image. For Marlboro cigarettes, these were deserts inhabited by lonely cowboys, for Leto Bank it was summer resort paraphernalia, for Beefeater gin it was rainy London. Typically, the formation of a brand identity is inherent in services - one Bruce Willis at Trust Bank, I think, is already enough to express the essence of the company. This technique allows you to get away from stereotypes and expand the brand platform in order to give it more unique features and build a more accurate associative array among consumers.