10 tips on the brand platform

A practically useful brand platform builds on the business strategy and sets out clear, guiding principles and priorities. It provides management with a shared framework for decisions, external communication and day-to-day work.

A brand platform can be structured in different ways and should include the components that best help the company succeed.

1. Business idea

The business idea briefly and clearly describes what the company or organisation does and for whom, without being exhaustive. A clear business idea creates focus and clarity.

Example: Westander helps companies 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 being. A mission should inspire pride and may describe how you contribute to society.

Example: Westander aims to strengthen civic engagement.

3. Vision

The vision gives a picture of what you want to achieve in the long term. Avoid the pitfall of setting measurable business targets and instead describe the kind of society you want to help create.

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

4. Target groups

Target groups describe the people you address in your communication and what matters to them. Analyse which target groups you primarily need to reach in order to succeed and make a clear prioritisation.

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

5. Brand promise

The brand promise summarises your commitment and can usefully be expressed as a feeling that your target groups should always experience when interacting with you. It should focus on something that matters to them and that you therefore need to live up to.

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, three to five words that describe your most basic and enduring values. They should guide day-to-day work across the company. Be clear about what the words mean 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 guide for job applicants.

7. Positioning

Positioning describes what differentiates you from competitors and the position you hold in the market. It should represent a central and clear strategic choice about the profile you believe benefits you most.

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 performers with 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 create. It should be consistent, while adapting 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. A tagline can be an important element in advertising campaigns and marketing materials, but is rarely useful in editorial text.

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