When launching a new brand or transforming an existing one, nothing makes more sense than creating a platform for it. This step follows a comprehensive analysis of the market, consumers and competitors, as well as the company itself, its customers. The brand platform is the base around which the brand is built. It is worth noting here that a brand is not just an ordinary trademark. A brand is a product that has a name, a reputation and an audience of loyal consumers.
A brand communication platform is a set of associations that consumers project onto a company or product. The positive thought patterns that people have when they hear the word iPhone or Facebook are part of it. These associations come about in a variety of ways. In part, they depend on the most important benefits of the product for the customer. They are influenced by the customer’s self-perception of the product. Sometimes they come from the history of the company, its specialization.
The brand platform is the character of a brand. It consists of:
- of a commonly held belief;
- brand benefit;
- benefit barrier;
- insight;
- emotional benefit;
- functional benefit;
- reason for trust.
With the help of the brand impression and its visible and imaginary advantages, the consumer makes a choice in favor of one of the products. If we look at the Ukrainian market, we will see many products that thanks to a stable brand platform do not lose their leading positions despite the crisis and falling sales.
The pros of having a brand platform
1. Confidence Building. The difference between a brand and a simple product is a certain halo around it. From the boring “strawberry yogurt” comes Activia. A tasty and healthy product with unique bifidobacteria that take care of digestion and give a feeling of lightness.
2. Resilience to crises. It is the communication platform that creates a safety cushion for the brand in case of market fluctuations. Sales of popular brands do not fall so much even when the hryvnia depreciates and prices rise. The consumer’s hand reaches for a familiar brand.
3- Having a platform allows you to earn more. A well-established brand allows you to put a large markup on the product. This is because the brand is based on certain consumer needs. It attracts with its characteristics, and the consumer is willing to pay more.
Building a brand is a long, sequential process. It requires persistence. Deviating from the platform can lead to a decrease in market share. A great example of a brand platform in this case is Aktivia. Their approach to customers doesn’t change. Neither do the messages they broadcast. The advertising campaigns for this product are regularly updated, but remain the same. Continuity is the key to success in building a brand.
It takes time for a product to become a brand. It takes about 5 years to build a strong reputation. And after 5 years of strict adherence to the principles of the platform, consistent advertising campaigns and monitoring the reactions of the target audience, a strong brand is born.
Where does a brand platform start?
A comprehensive analysis that is conducted before launching or relaunching a product provides a portrait of the brand’s target audience (CA). There is a model that helps to systematize the prospective target audience:
- what (product description);
- Who (CA profile);
- When (time of consumption);
- Where (place of consumption);
- why (motivation).
This approach helps both new TMs and existing ones, if the goals of product promotion are corrected. product. For example, brand positioning can be changed to increase revenue. Thanks to the analysis of potential CA, the brand platform of the product is built.
For brands that are just being established, the main task is to attract new customers and conquer markets. The aim of this stage is to increase awareness and encourage the first trial purchase, drawing consumers away from competitors. For a mature brand, other goals are set – retaining its consumer and maintaining its reputation.
Knowing information about the consumer can be used to analyze their behavior towards brands. Knowing how often a consumer buys a product and understanding the reasons for buying, it is possible to change something in the product or in the promotion strategy. The basis for creating a brand platform is the emotions and thoughts that a brand evokes in the consumer and the business problems it solves.
During this process, it is worth considering that communication platforms depend on two factors: the target audience and the product itself. And in the case of the second factor, it is important to take into account its pros and cons and realize that it is not always possible to change it to suit the brand’s objectives.
Elements of the brand platform that are defined by the product
The product affects functional and emotional benefits as well as the consumer’s reason for trust. The reason for trust is the justification for the benefit information. It should be short and simple, such as a special ingredient, action or recommendation. This characterization should answer the key question, “why?”.
Benefits are of two kinds: the benefit of entry and the benefit of distinction. The first one is basic. Any similar product has one and its absence can “kill” the brand. Therefore, the second one is required – the benefit of difference. It indicates why the product is better than others.
- functional benefit – yogurt speeds up digestion, it is convenient to snack on;
- emotional benefit – gives you a sense of ease, a better version of yourself.
Reasons for trust are based on several factors
Product – characteristics or a particular approach to solving a consumer’s problem. The presence or absence of certain ingredients. For example, emphasizing the naturalness of the product, or conversely, certain additives.
Recommendations – stars, professionals in their field, independent bodies (recommendations of doctors in TV commercials, for example).
Action – comparisons with other products or a previous version of this product. This also fits the situation with clinical trials (product has not been used before, innovation in the field) or a standard in the category (5 times more than its counterpart).
Leadership – a statement about the flagship position of a product. For example, number 1 in Ukraine, according to consumer feedback.
Elements of the brand platform that are defined by the CA
Everything related to the thoughts and feelings of consumers affects the elements of the brand platform. To understand consumers , companies carefully analyze competitors’ communications and conduct research. This is done using in-depth interviews, participant observation and focus groups.
A common belief is why a consumer needs a particular product, why he needs it, what need it satisfies. For example, orange juice, it is a boost of energy and vitamins, it is healthy, tasty and of high quality, a leader in the Ukrainian juice market.
Brand benefit: – how the brand solves the consumer’s problem, why it is better than others. Sandora” juice is a natural product that uses the latest technology and the best raw materials. The variety of flavors will satisfy any request.
A benefit barrier is something that prevents a consumer from making a choice in favor of a particular brand. Barriers come in 4 types.
1. “I don’t need the benefit ” is the most difficult case. The solution may be to change the benefit, the target audience, or to make changes to the product itself. For example, a person who does not believe in the usefulness of juices, considers them empty calories, or prefers soda to juice.
2. Brand skepticism – the consumer is not satisfied with the juice, he/she has tried others, and is still not sure that this particular brand is what he/she needs.
3. “I already have it” – for example, he already buys Our Juice or Rich and is not interested in Sandora juice.
4. concerns about the product. A barrier that is based on the consumer’s uncertainty. He may be worried about the quality of the product, the convenience of the packaging, the ingredients.
Insights – information that helps to remove a barrier and increase the attractiveness of a benefit. Insights are of two types. The first are responsible for the product. This is information about its benefits:
- why it’s better than a competitor’s product;
- how it works, its functions, the results of its use or consumption;
- what it’s made of;
- quality standard;
- where or under what conditions its advantages are maximized.
The second ones are psychological, they are responsible for how the product improves the consumer’s quality of life :
- How a product makes life better or easier;
- what emotions the consumer is experiencing;
- who notices it;
- Who knows better than the consumer that the product works and will assure them of that;
- What’s the key point in using the product.
The last element is the character of the brand, the emotional qualities it is endowed with as a consequence of all the above points. “Sandora” is qualitative, bright, useful. It gives joy and good mood.
After analyzing all the stages, the formed brand platform is born. It is recommended to test it with advertising material that is the most comprehensive in terms of emotional and rational parts. The most successful option would be a TV commercial, as it combines video, sound, image and text.
To summarize, it is worth noting that a brand platform will only be successful if its implementation is carefully controlled. Key information should be present in all promotional materials. It is worth stating the principles simply and clearly, focusing on the continuity of advertising messages over time.
Brand platform will help to create a product with a name and reputation. An integrated approach will bring consumer loyalty and increased sales. Contact KOLORO and let’s make history together!
