If you want to create a strong, lasting relationship with your audience, you need to start by positioning your brand strategically. And a brand platform is what will guide all of your marketing efforts and help you stay cohesive and focused on your goals.
It's a document that outlines your brand's identity and how you want it to be perceived by your target audience. This document should include your brand values, mission statement, target audience, key messaging, and more.
Creating a brand platform may appear to be challenging, but it's actually not that difficult if you break it down into smaller steps. And there are a few key components that will help guide your marketing efforts and ensure that your branding is consistent and on-point.
Here they are:
- Knowing who your target audience is and what they want
- Defining your brand's unique selling proposition
- Creating messaging that resonates with your target audience
- Designing a visual identity that reflects your brand's personality
If you take the time to develop a strong brand platform, you'll be well on your way to starting a lasting relationship with your target audience. So let's dive in and take a closer look at each of these key components.
Who is your target audience?
Before you can start developing your brand platform, you need to first identify your target audience. This can be done by creating buyer personas, which are fictional representations of your ideal customer.
Once you have a good understanding of who your target audience is, you can start to think about what they want. What are their pain points? What are their goals? What motivates them?
Answering these questions will give you a better idea of how you can position your brand in a way that resonates with your target audience.
What is your brand's unique selling proposition?
Your brand's unique selling proposition (USP) is what sets you apart from your competitors. It's what makes you special, and it's what your target audience is looking for.
For example, let's say you're running an outdoor wear company. Your USP could be that you offer the most durable, weather-resistant gear on the market.
Or, let's say you're running an annual film festival. Your USP could be that you're the only festival specialising in independent films.
Whatever it is, make sure your USP is something your target audience will find appealing. It needs to be something they want, and it needs to be unique. You can't just copy what your competitors are doing and expect to be successful.
Define your brand's messaging
Once you understand who your target audience is and what they want, you can start thinking about developing messaging that resonates with them. This messaging should be included in all aspects of your marketing, from your website to your social media posts. It's essential to keep it consistent across all channels.
If you're not sure what your messaging should be, start by thinking about what you want your brand to represent. What are your values? What makes you unique? What do you stand for?
Answering these questions will help you create a strategy to communicate these values to your target audience. For example, what words and phrases will resonate with them? What tone of voice should you use?
Design a coherent visual identity
Your visual identity is how your brand looks and feels. It includes everything from your logo to your colour palette to typography and the imagery you use in your marketing.
Creating a solid visual identity is important because it helps you stand out from your competitors, and it gives people a sense of what your brand is all about. When done well, it can also help build trust and credibility with your target audience.
When creating your visual identity, think about what you want people to feel when they see it. For instance, do you want them to feel happy? Excited? Trustworthy? When you understand the emotion you want to evoke, you can start to create a visual identity that reflects it.
Developing a solid brand platform takes time and effort, but it's worth it. By taking the time to define your target audience, understand what they want, and develop messaging and visuals that resonate with them, you'll be on the right track to creating a brand that is admired and trusted.
If you're unsure where to start or need help to develop your brand platform, get in touch. I'd be happy to chat with you about your goals and how we can help you achieve them.
