Brand Strategy

Brand Platform

A foundational strategic document that defines the core elements of a brand including purpose, vision, mission, values, personality, and positioning to ensure consistent brand expression.

brandingstrategypositioningidentitymarketing

Components

1

Brand Purpose

Why the brand exists beyond making profit - its reason for being

2

Brand Vision

Aspirational future state the brand aims to create

3

Brand Mission

What the brand does to achieve its vision - its core business

4

Brand Values

Guiding principles that shape brand decisions and behavior

5

Brand Personality

Human characteristics and traits that define brand character

6

Brand Positioning

Unique space the brand occupies in customer minds vs. competitors

7

Brand Promise

Commitment to customers - what they can always expect

When to Use

  • ✓Establishing new brand identity and strategy
  • ✓Aligning teams on brand direction and values
  • ✓Guiding marketing and communication decisions
  • ✓Ensuring consistent brand expression across touchpoints

Benefits

  • +Provides strategic foundation for all brand activities
  • +Ensures consistency across marketing and communications
  • +Guides decision-making with clear brand principles
  • +Differentiates brand from competitors

Limitations

  • !Can become outdated if not regularly reviewed
  • !Requires organizational buy-in to be effective
  • !May be too abstract without tactical implementation
  • !Needs translation into operational guidelines

Real-World Examples

Patagonia's Brand Platform

Industry: Outdoor Apparel

Purpose: Save our home planet. Values: Environmental responsibility, quality, activism. Personality: Authentic, rebellious, committed

Outcome: Strong brand loyalty through consistent purpose-driven messaging

Resources

book

Building a StoryBrand

Related Frameworks

Balanced Scorecard

Framework quản lý chiến lược qua 4 perspectives: Financial, Customer, Internal Process, và Learning & Growth

Copywriting Frameworks

Structured formulas and templates for writing persuasive copy, including AIDA (Attention-Interest-Desire-Action), PAS (Problem-Agitate-Solution), and FAB (Features-Advantages-Benefits).

Customer Insight Framework

A systematic approach to understanding customer psychology, motivations, and decision-making processes for effective marketing.