10 tips on the brand platform

A brand is the set of associations people have with your organisation. A strong brand is well known, clear and positively perceived. A practical brand platform helps you define what you want your brand to stand for and guides your external communication.

A brand platform can be structured in different ways and include different components. Below are common elements, illustrated with examples from Westander’s own work.

1. Business idea

The business idea briefly and clearly describes what the company or organisation does and for whom. A clear business idea creates focus and clarity. It should be simple and does not need to be comprehensive.

Example: Westander helps organisations communicate in ways other than through paid advertising, often with the aim of strengthening their brand, building public support and influencing political decisions.

2. Mission

The mission explains the company’s purpose and reason for existence. Avoid the pitfall of seeing profit as the ultimate goal, but emphasise financial success as a means of achieving your purpose. A mission should inspire pride and may describe how you contribute to positive social development.

Example: Westander aims to strengthen civic engagement.

3. Vision

The vision describes what you aim to achieve in the long term, often formulated as an ideal state that may never be fully realised. It serves as a guiding star and a compass. It does not need to be realistic, time-bound or measurable.

Example: Westander’s vision is a society where constructive public debate builds bridges and creates trust between people.

4. Target groups

Target groups are the people you address in your communication. Analyse their needs and expectations. Define who you exist for and what you believe they want.

Example: Westander’s primary target group is socially engaged organisations that want to create both business and societal value by becoming thought leaders.

5. Brand promise

The brand promise summarises your commitment and what your target groups can expect from you. It should focus on something that matters to them and ideally differentiate you from competitors.

Example: At Westander, we only accept assignments we genuinely support. Our personal engagement increases the value we create for our clients.

6. Core values

Core values summarise your fundamental principles, usually expressed in three to five words that describe your most enduring values. They should guide the organisation’s daily work. Be clear about what each value means in practice in your specific context.

Example: Westander’s four core values are engagement, openness, proactivity and quality. What each word means in our daily work is described briefly on our website and in more detail in our recruitment handbook.

7. Positioning

Positioning describes what differentiates you from competitors and the position you seek to hold in the market. You decide which areas are most relevant for comparison.

Example: Westander does not compete on low price, but on high quality and satisfied clients. We aim to be the PR industry’s best workplace, not least for high-performing parents of young children.

8. Tone of voice

Tone of voice refers to the words you use and how you address your target groups. It is the linguistic expression of your brand and conveys the emotions you want to communicate. It should be consistent, while adapted to different channels and audiences.

Example: Westander’s tone of voice can be described in three words: simple, clear and friendly. Our visual tone is engaged, helpful and approachable.

9. Descriptor

The descriptor is the defining term used in media coverage to describe what you are, such as “mortgage provider X”, “trade union Y” or “wind power company Z”. A good descriptor works both for you and for journalists.

Example: Westander is a PR agency. At the beginning of each press release, we describe ourselves as “the PR agency Westander”.

10. Tagline

A company’s tagline captures the essence of the brand in a few words and is sometimes referred to as a slogan or payoff. It usually appears beneath or alongside the logo. A tagline can be an important element in advertising campaigns and marketing materials, but is rarely suitable for editorial text.

Example: Westander’s tagline appears under the logo on the back of the PR Handbook: Make your voice heard.