Building a platform for success Brand platform development for business start-ups
Spinach are a branding, advertising and content marketing agency. We aspire to create iconic, timeless brands that people love, respect and desire. Brands that connect emotionally.
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Adam Thomas Partner adam@spinachdesign.com T: 020 7033 7640 Leigh Banks Partner leigh@spinachdesign.com T: 020 7033 7641
Building a platform for success Brand platform development for business start-ups
. © 2017 Spinach Design Ltd
Introduction
Every day, businesses are starting up with fantastic, innovative and exciting new products and services. Yet no matter how good they are, few start-ups manage to push through to the next level.
Often start-ups fail to achieve their aspirations because they fail to translate their innovative ideas into meaningful propositions. And the reason why, because they don’t have their brand strategy down. A brand platform strategy helps business start-ups plan and map a course to success. A good brand platform strategy document will help you; ● Connect with the right audience ● Demonstrate your point of difference ● Position against your competitors ● Increase your value ● Achieve clarity, focus and consistency ● Inform your visual identity (logo, typography, colour palette and photography) ● Provide the basis for developing your brand language and tone of voice This is a guide to help you create your own strategic brand platform document.
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The how and what
Work through this guide to complete the following exercises.
Capturing the basics of your brand
Do the exercises as a team made up of your key brand stakeholders. This will help you achieve a strong brand platform built on consensus.
Knowing your competitors
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Knowing yourself 8 9
Knowing your customers
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Reasons to believe & points of difference
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Creating a brand promise
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Brand essence
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Defining your brand character
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Establish your brand values
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Brand positional statement
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Brand backstory
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