An earlier edition of this article appeared in Brandtalk on May 22, 2017.
Branding is the platform from which every successful marketing campaign is launched. Any marketing effort that hopes to be on target needs a well-designed brand strategy behind it. When you devise your brand strategy, you’re actually making a business case for why your business, product, service, event, campaign or project – whatever it is – should be positioned in a particular way. You’re sleuthing out your true competitive advantage, the reason your market will want to walk right past your competitors and knock on your door. And, just like a political party runs on a platform and that platform is made up of declared policies called planks, so is the brand strategy defined by a set of declarations – also called planks. But what are these planks in the brand platform? And how does that platform support marketing? How does it make it better? More effective?