A brand platform is a shared foundation for a brand's strategy and communication. It often describes purpose, vision, values, target audiences, positioning, personality and key messages. The platform should make the strategy easier to use in everyday decisions.
What does a brand platform involve in practice?
In practice, the brand platform works as a decision-making tool for management, sales, marketing, design and content. It should explain both what the organisation wants to be known for and how this should be expressed. A platform that is too general offers little help when specific messages and priorities need to be chosen.
A brand platform is relevant when several teams need to communicate in the same direction or when a brand is being developed. See brand values, Brand personality and Tone of voice.
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