6 key steps to positioning yourself in your market through your brand platform

The true "DNA" of a business, the brand platform shines a light on the positioning of your company. It is also a genuine internal management tool! A brand platform is a document that effectively summarises your brand's identity. It will help you structure your thinking, drive your actions, and ensure consistency across all your communications.

Your brand platform will also guide your various service providers and communications/advertising agencies. It is most often referred to in the context of external communications activities such as advertising, press relations, and so on.

In your document, you must first define your company:

#1 Your trade

– What is your area of expertise?

#2 Your Mission

– What is your role in society and in your field? What is the reason for your company's existence?

#3 Your vision

– How do you see the future in relation to your mission?

#4 Your ambition

– What do you wish to put in place for your clients?

#5 Your values

– What are the overriding principles that form the culture of your company?

#6 Your personality

– What are your defining character traits?

Secondly, analyse the positioning of the brand:

Your target audiences Who do you want to reach?
Your tagline A short phrase that represents your values and your positioning.
Your brand manifesto A declaration of your convictions and the guiding principles of your brand. More precisely, your brand manifesto is a public declaration of your intentions as expressed in your brand platform.

It will be structured around 3 axes:

The personality of your brand
The guiding principles of your brand
The policies that guide each entity within the company

To be more comprehensive, the brand platform can bring together additional information on your brand's history, your graphic charter, and your editorial charter. There are as many possible platforms as there are brands! In conclusion, the brand platform is the representation of your brand's identity and forms a strategic foundation for your business.