Defining the brand platform

What is the clear strategic direction your company is heading in? What specifically does your company promise to its customers in relation to that?

Define the value that you want to deliver to your most profitable customers in exchange for their money

The brand platform carries the essential information about the strategic direction your company will take to differentiate itself in customers’ eyes. It includes information about what your target customers may expect and experience from your company. Like with the vision and strategic goals, the company’s management should define the promise made to customers, accept it as its own, and support its delivery. The brand platform that includes the basic value drivers, the choice of method of strategic market differentiation and the brand promise affect all actions undertaken by any organization, its investments in people, processes, products, technologies, distribution, etc. The brand platform is the cornerstone of all initiatives undertaken in the company.

In order to ensure that the brand platform is adequately defined, we first check our understanding of the most important expectations of the company’s key customers and their perception of the company’s readiness to meet these expectations. Properly conducted, the Customer Experience Audit ensures us that we have appropriate information to define the key values that the company wants to deliver to customers, methods of market differentiation, specific customer expectations of a given brand, and how this knowledge translates into organizational goals. The brand platform is the basis for designing customer experience.

Find out how to design customer experience.