If you're writing copy, consult the brand message platform. A "brand messaging platform" is the messaging and content complement to your brand's visual identity elements (though there may be some overlap). Messaging platforms offer businesses and nonprofits a bank of content to pull from when they are writing newsletter copy, updating a website or drafting a presentation for an upcoming conference. ZeBrand is a branding app for early stage businesses. It's called brand messaging platform, and your brand messaging platform documents how you write and speak about your business every single day. The user with this email address already exists. . It communicates the value your business creates. A brand platform is one document that collects all the elements of your brand in one easy-to-access place. Brand Platform Components & Examples | Brand Templates - ParkerWhite Your brand platform not only tells your team what your business is all about, it helps keep your brand's positioning, brand voice, and message consistent throughout your marketing. The great thing about having this as a small business, an online business owner, is that if you're over-thinking what to say on every blog post or podcast or social media or email you send, and you feel like you're always recreating the wheel, or you're just committing the random acts of marketing, and you're not really having a strategic message and people are confused about what you do because your message is muddled and scattered,then having a brand message platform could be the exact thing your online business needs to create, so you show up consistently and on message. The second reason, the process of creating a brand message platform brings radical clarity and confidence. According to the IDC MarketScape, "Sitecore has transitioned from a full-stack CMS platform to support a headless environment with a cloud-native SaaS architecture, API access. Members of your team dont know what to say when explaining your work or they arent consistent in the way they describe it. Whether your company is looking for a community outreach opportunity or planning a new campaign, use your brand platform to guide the initiative. How do you think I'm gonna remember what you posted on Instagram two weeks ago?". A brand platform makes all the components of a brand identity and marketing actions coherent. It would tell you what content you would need to create for an upcoming marketing campaign or the launch of your group program, or just for general social media, like, you always know what to say. ZeBrand's brand-building platform will walk you through outlining your brand strategy without relying on an agency.Learn More. So now that you know why your online business might need a brand messaging platform, and we got around some of the objections of having one, let's talk about the nitty gritty. A successful brand strategy should include components such as a clear mission statement, core values, target audience and key messaging points. Let's look closer at all the advantages of a brand platform. It explains exactly the unique value that your business brings to your clients, how your business is different from everyone else who does what you do, and how to persuade people and have them go from casual onlooker to wanting to be your client. So why do online businesses need a brand message platform? Messaging platforms, sometimes referred to as language platforms, are an important foundational component of the branding process. A Brand Platform Document should include components such as: If you are an existing brand, you will also include your brand history, brand value,, brand's messages and other elements. If your nonprofit organization is undertaking a rebrand, it can make sense to start with messaging. Business owners with a strong brand platform can always give detailed guidelines for employees. If your nonprofit has a brand messaging platform, your website content should reflect it. Will anti-DeSantis fervor fuel a Florida Democrats rebound? | Miami Herald Head on over to your email to get the first lesson! We're always on message, the message has a purpose in your business to build your audience, find the right clients and generate more revenue. ). By defining the essence of the company's identity, it creates a memorable and cohesive image that resonates with customers and stakeholders alike. What is MaaP? One of the most important elements of building your brand is creating a brand message that is consistent throughout your organization, on your platforms, and in your marketing. Brand Messaging Platform: What it is & Why Your Online Business Needs One, Want to Stand Out in Your Industry? They have great ideas and knowledge of branding and can adapt those principles to complex issues. In a cluttered and competitive marketplace, ensuring target audiences understand who you are, what you do and what makes you unique is imperative. When creating a brand platform, the goal is to develop a unified strategy that ties together all aspects of the organizations identity. The designers . So now there's always this objection about the consistency and repurposing and saying the same thing over and over again. Its also critical to take into account the different needs and wants of each customer segment, as well as the ever-changing trends in the market. Brand Platform - A Framework for Communications - MarketPoint LLC Sitecore Named a Leader in Hybrid Headless CMS and Full Stack Content Then you're ready to make major decisions that prioritize your brand's values. There are two main elements of social media messaging: How to communicate your voice, values and insights to customers specific to your social presence How you deliver the messages above Brand strategy is the process of creating a brand platform. Want to learn more about brand platforms? By using these components to create an actionable plan for their brand platform, organizations can develop a strong identity that resonates with their target audiences. If You Can Dream It, You Can Stream It: SodaStream Releases New How weird is that? Copyright 2015 - 2023. It involves establishing a unique identity in the marketplace and crafting messaging that resonates with target audiences. ZeBrand's brand-building platform will walk you through outlining your brand strategy without relying on an agency. Like, what does this thing look like and how you can begin creating your own so that you can always powerfully communicate the value your business creates any time you send an email, create a social media post, or plan a launch. There are numerous examples of successful brand platforms that have been used across different industries. There's gonna be a lot of writing involved in this," but there is. SodaStream, the world's leading sparkling water brand, is launching a new marketing platform spotlighting the endless beverage creations possible with their at-home sparkling water makers. We wanna know what they're challenged by, what they struggle with, what's frustrating to them and what they're hoping for at the end of this. Looks like you already have an account. All rights reserved. Review your brand's messages. Your brand messaging has to . I do it for other people." ), Brand Position Statement (What is the organizations desired position in the marketplace? And I have linked to athree-minute Loom videoin the show notes to walk you through my brand message guide. . Refresh yourself on your target audience and their needs. Using a brand platform, you can also attract collaborators with the same values as yours. I can't do it for myself, and this is all I do for clients all day long, because of that curse of knowledge, we're just too close. Brand messaging is the way your brand communicates its unique value proposition and personality through its verbal and nonverbal messaging. We use it all the time. All rights reserved. And you know what? Messaging platforms and communications plans work hand-in-hand to help organizations get strong content in front of the right audiences at the right time. You should not be recreating the wheel. With the right tools and services, including a brand platform, you can analyze your products and deliverables. By taking a customer-centric approach to marketing and creating content that is relevant to your target audience, you can build trust in your brand and drive conversions. First, you want to be bored with your message. I love how the appWazetells me exactly what to do. I would love to have my messaging documented, but how are my how are your clients, Michelle, using this?" It documents how you write and speak about your business every single day. "One of the most critical activities and indeed THE most important marketing activity that a company must do is establish a strong value proposition for itself and its products with a clear, accurate, compelling message," says Jamie Barnett, a marketing adviser and investor who specializes in helping . The brand platform can also include key functions, corporate values, brand history, and its marketing strategy. And when you have a brand message platform, you can refer to that, and then it cuts down on how much time it takes you to create content. If your business isn't implementing one already, here's 4 things that your own brand messaging platform (BMP) can do for you and your business: Listen in to the full episode, I'm diving deeper into each of these benefits and answering some common FAQs, plus giving you some actionable steps on creating your own brand messaging platform. And their recommendations werent just based on the data, but drew on best practices theyve encountered with clients outside our industry. A brand platform outlines what sets a business apart from its This is where all of your marketing and sales efforts come from and are inspired by. So when you go through the process of creating a brand message platform, you're going to have radical clarity about how you talk about your business, and then that's going to give you confidence, the confidence to sell, the confidence to show up and market, because you see the value in your own work. Messaging Platforms: What They Are and Why You Need One It should reflect how you want to be perceived as a brand and what you are striving to achieve. Brand Messaging Your brand messaging is the voice of the brand. How do you think I'm gonna remember what you posted on Instagram two weeks ago? At its core, a brand platform clarifies the unique value proposition of a business, sets it apart from competitors, and shapes customer perceptions. Brand Messaging 101: The Ultimate Guide [2022] Asana It was a challenging process, but in the long run, weve been able to strengthen our brand and build even stronger relationships with our members. Remember, your set of brand guidelines is a comprehensive document that includes your: By filling out these key details first, you've got all the content you need to create a robust brand platform. All rights reserved. It involves researching customer needs, identifying core values, and crafting a mission statement that communicates who you are and why customers should care. Developing a unified strategy that ties together all aspects of your organizations identity will ensure that you have a memorable and recognizable brand that speaks to your target audiences. Your password should be from 8 to 48 characters long, contain at least one uppercase letter, one lowercase letter, and a number. Like, they're amazing at what they do, they are experts, they are multi-passionate, their clients love them, they get great results, and where their confidence really takes a hit is that they're not clear about how to communicate what it is they do in a compelling way that people can easily understand. Create your one-of-a-kind message that is the ultimate hook and the message you want to be known for! A brand platform is a fundamental structure that establishes the core identity of a company. Well, you can have this, but it is definitely not an app. It can be challenging to encourage your team to read, understand, and live out your brand platform. It contains possible applications of the brand promise, messaging guidelines, and examples of content rewritten to reflect the brand voice. It also includes how you say it and who you say it to. Your brand platform is as unique as your business. I'd like to receive the free email course. And we will develop high-level branding recommendations for brand adoption and rollout to ensure an integrated approach to strengthening brand in the marketplace. "Just do it" may not make sense if consumers aren't educated about Nike's messaging platform as a globally recognized athletic apparel company supporting sustainability and a sense of community. It's important to have a clear understanding of how to develop a foundational document with critical Information for your companies longterm success. I use this app all the time, especially when I'm going from Seattle to West Seattle. Now, why am I telling you about Waze? A well defined brand platform provides value to every member of your company from your marketing department and sales team, to your product development and frontline employees. A brand platform is a living marketing document designed to change over time. So you've drafted your brand platform now what? Please try again. "Won't my audience know that I'm repeating myself?" When you start with brand guidelines, creating your brand platform is easy! Now, a brand message platform might be hard to create on your own because of the curse of knowledge. I've actually already used it in this show once. It's very simple. Five Components Of A Strong Brand Or you can use a branding service to establish your brand platform. I see this with my clients all the time when they first come to me. ), Brand Attributes/Personality (What are the distinct qualities/descriptors of the brand? Yes, you will experiment. Four steps to give it a check-up. Continue reading to discover how to build a strong brand platform and make all the components clear to your employees. So what does it look like to become an engaged audience member? Brand Platform: What Is It and How Do I Create One? The key to better b2b communications: brand platform and messaging We also will talk about your model, your methodology or framework, so how do you explain the work you do at a high level that people could easily understand? According to Smallbiggenius, 89% of shoppers stay loyal to brands that share their values. At its most basic, a messaging platform is a document that describes what your organization should say about itself. We use it all the time. It is the message your audience communicates for you when you're not around. These comments come directly from emails Ive received from nonprofit communicators and leaders who want to get the word out but arent clear about what those words are. Because remember, words are the currency of business. And this is the promise your business delivers. Step 5: Gather keywords and phrases. This information should be used to create a memorable and meaningful brand experience for customers. So this is the blueprint. So when we have a brand message platform, that means there's no more random or erratic acts of marketing. By establishing a unified brand platform, organizations can create an effective and memorable identity that resonates with their target audiences. Our experienced team of coaches and full suite of user-friendly brand tools break complicated branding objectives down into simple, guided steps. That is my framework. A brand platform is a living document that establishes a foundation for the organization's identity, messaging and visual presentation. If you're getting ready to do a huge sales presentation, ah, that's where the brand message platform comes in. Additionally, it serves as a framework for all internal and external communications, as well as a guide for how internal operations are performed. Messaging platforms, sometimes referred to as language platforms, are an important foundational component of the branding process. Perhaps you know that your organization has neither the appetite, resources, nor intention to change your logo and visual identity but needs to strengthen and align content and message creation. A brand platform is a marketing document created to describe the distinctive features of a brand both ideologically and visually. And this program helps you powerfully communicate the value your business creates, whether you're marketing to one person or a million, you'll leave with all of the parts of the brand message platform that we've discussed. Your messaging platform conveys your brand pillars, brand purpose, elevator pitch, press release Create your ideal customer persona by identifying their demographic and psychographic commonalities. The great thing about having this as a small business, an online business owner, is that if you're over-thinking what to say on every blog post or podcast or social media or email you send, and you feel like you're always recreating the wheel, or you're just committing the random acts of marketing, and you're not really having a strategic message and people are confused about what you do because your message is muddled and scattered. This button displays the currently selected search type. At the heart of a brand platform are components such as mission statement, core values, target audience and key messaging points. When expanded it provides a list of search options that will switch the search inputs to match the current selection. So this is something like I use in sales conversations all the time, when I'm talking to someone and I'm like, "All right. Your brand messaging architecture is a carefully constructed framework comprised of your: Tagline; Value proposition; Brand messaging pillars; Brand Messaging Framework. Your message is not where your creativity should be going into. We also will talk about your model, your methodology or framework, so how do you explain the work you do at a high level that people could easily understand? Words help influence and inspire other people, so words matter. So this is the blueprint. ZeBrand makes branding simple for entrepreneurs, business owners, and startups. Give our brand guideline builder a free try! Ready to do all this (and more!) Messaging platforms are lengthier definitions that touch on a company's products, brand, mission statement, value proposition and history. And this is the promise your business delivers. What is a Messaging Platform? The idea is to ensure that all communications reflect the companys identity and clearly convey its unique value proposition. Well, they use it all the time to create podcast c- pitches, to create speaker one sheets or podcasting one sheets, which are more popular, to create social media on a regular basis, create a launch campaign, keynote speeches. It provides efficient communication among the company's staff. Brand pillars that capture and express what your company stands for, what . All right. , there was nothing new in it. When you're running a small business with just a few employees or contractors, keeping your marketing, messaging, and branding streamlined and cohesive isn't unmanageable. Does your company need help with creating a strong brand? Four steps to give it a check-up. It focused on, like, where are you showing up, what activities are you doing to grow your audience, to engage people, have them raise their hand and say "yes" and make your offers. It's some of the same people who've seen it before. So this is the change you want to create.