Brand Platform
Brand Positioning
Brand Architecture
Brand Messaging
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The Brand Platform is a strategic document that defines a foundation and rationale for the brand. It consists of four components: Vision, Differentiation, Promise, and Personality. We express each of these components in a simple, yet very powerful sentence, or two.
Brand Positioning defines the brand in its competitive environment and addresses its unique attributes, user benefits, and target audience. Working from the Brand Platform, we help clients develop brand positioning concepts and statements.
We evaluate and develop a framework for organizing existing and planned brands. The brand architecture establishes the relationships among company, product line, product, ingredient, and partner brands.
Messaging distills the essence of the brand into a framework that includes the key messages for each target audience, and guides taglines, copywriting, and all other creative executions.
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