Before working on or reworking your visual identity or your communication media (websites, brochures, videos, social media, etc.), it’s important to identify the needs, motivations and frustrations of the clients you’re trying to win over and the messages which will reach them.
It’s also vital to understand the opportunities and trends within your market and your competitors (both direct and indirect): not only will this information help you to stand out, it can also serve as inspiration!
Once this exploratory stage of market analysis has been completed, it’s time to structure your messaging and the key ideas to be communicated.
Although commonly used by large companies, a brand platform is a vital communication management tool, whatever your size. It will help you to define your added value and your identity and makes it possible to structure and prioritise all the key messages to be included in your communications. It brings together your current and new team members to focus on a common vision, shared values and a strong corporate culture and provides clear guidance for your external communications.
A brand platform is also one of the fundamental elements of a “brand book”, which brings together a brand’s strategy, graphic design and messaging, including an editorial style guide.