[BLOG] How to enhance brand engagement with brand platform
Brand’s performance and wellbeing is tied to several factors. One of such and very critical foundation is the Brand platform. Brand platform helps brand to identify the position it seeks to gain in the marketplace. In my research on what a brand platform really is, an online resource captures the essence of what brand platform is. It says ‘it is a critical component of every corporate brand strategy…it is also considered as how an organization applies the combination of its value and competence to create a corporate character that will make a clear difference in the minds of its customers’.
No unique branding strategy can be successful without a brand platform. This is because brand platform contains tangible brand items that make engagement.
With this background, let us examine pillars of brand platform and how each can be used to enhance brand engagement.
Mission: This is what the brand stands for. It is the foundation of why the brand exists. Therefore brand mission needs to say a lot about the brand’s assignment and task. Brand mission must be precise without the use of unnecessary phrases. When properly done, brand mission should help target understand how a brand will ultimately deliver value they cherish most. Thus begins a process which will enhance target’s engagement with the brand.
Values: From the brand mission, target must have a good understanding of the brand’s value. Brand value is the driver of brand culture. Brand culture dictates the principles and ethics by which the brand operates. This is reflected across board. A brand culture is like a smoke or oil inside water. It will find its way to the top. A brand can not for long hides its culture. Sooner or later it will manifest in internal audience’s attitude. Brand values and ethics can draw people or repel them. Brand value can be used to build engagement if brand’s operations are built on sincerity and integrity. Many people cherish integrity and sincerity and will do anything to be active participant in the brand’s cycle.
Promise: This is another pillar of brand platform. It is brand’s unique approach to issue. To enhance engagement, brand must ensure it has capacity to deliver its promise. There is no none evil that destroys engagement like broken promises. It is good to under promise and over deliver than to over promise and under deliver. No brand has gained strong engagement with consistent failure and lack of promise delivery.
Personality: In addition to the above, brand personality is vital to brand engagement. Brand personality is the driver of look and tone. When properly done, it can enhance brand’s memorability. As we know you do not build relationship with someone you do not know. Hence the need to ensure brand personality really boosts the look and feel of the brand. In addition to this, brand personality also boosts great emotional feeling.
Positioning: Brand positioning is close in function to brand promise. The difference is that brand positioning is the foundation of brand’s message. Many people start a relationship with a brand just because of brand positioning statement.
Do you case relevant case study on how your brand has enhanced its stakeholders’ engagement with brand platform? Please share.
Yinka Olaitois happy, excited and passionate Brand Communication, Social Media expert, Trainer and speaker. Yinka Olaito helps brands(Profits and Non-profits)with effective communication and positioning for premium service delivery and returns. Yinka Olaito also has special interest in Development Communication and has consulted for noted UN Agencies. Yinka Olaito is the CCO of Michael Sage consulting and African Child Right Inc. Lagos Nigeria.
This article was originally posted on Nigeria Business Communities