Your brand platform serves as a guide and compass for decision-making throughout your organization.
A strategic brand platform is comprised of:
- Brand identity—what your brand stands for—the key values and attributes which define your brand
- Competitive brand positioning—how your brand compares—your target customers, the frame of reference in which they consider your brand, and the unique value you provide to them
The brand-as-business management approach involves developing brand tools that guide strategic planning decisions about what to do (and what not to do)—and how.
Planning is essentially about making choices—which activities are you going to do and which are you not going to do. Brand as business applies brand thinking to your portfolio of possible activities and points to the appropriate areas of focus. It facilitates choices that are consistent with the values and attributes you hope to embody as an organization and to deliver to customers. And it produces actionable plans that make sense to stakeholders and breaks down into digestible chunks what they need to do.
Brand Platform–– a clearly articulated, robust, and future-oriented strategy for your brand.
When everyone who works on your brand shares one clear, consistent, common understanding of what it stands for and how it compares, you have a strong foundation to build your brand on.
Brand Architecture— a framework for organizing, prioritizing, and managing related brands.
A brand architecture focuses and aligns planning decisions by:
- Prioritizing your brands and providing guidelines for their development and usage
- Explaining the relationships between brands
- Recommending brands to build, consolidate, maintain, and eliminate
- Providing the nomenclature and visual approaches to link related brands
Customer Experience Architecture— a framework for delivering a unified, seamless brand experience to different customer segments across different channels.
A strategy which integrates the range of your customer experiences into a cohesive framework will help to ensure you are building your brand at every opportunity.
“Denise brought clarity to the Sprouts brand and enabled leaders to have thoughtful discussions around our core values and how we preserve them as we grow. As a result we’re seeing renewed enthusiasm among team members at all levels of the company and have a clear brand roadmap guiding our business that will remain relevant for years to come.”
CEO, Sprouts Farmers Market
Denise puts science into the art of brand building. Brands are built with discipline and it is discipline that Denise challenges companies to understand. Her quiver of tools to extract the essence of a brand and to develop a framework for evolving its market value are sharp and effective. I have the utmost respect for her experience and methodologies.
Marketing head, Road Runner Sports
I’ve worked with Denise in different capacities over the years (client and colleague) and the result is always the same. She uncovers fresh insights into the consumer and the brand and then seamlessly connects the dots.
Co-President, Executive Director/Brand Innovation
Denise has brought fresh thinking and insights to the challenge of re-energizing our brand and helping us differentiate in a sea of fast food sameness. She contributes a unique combination of smart analysis, category expertise, and an energizing work style.
Terri Funk Graham
Senior Vice President and Chief Marketing Officer, Jack in the Box
Denise is a consummate professional and a pleasure to work with. Her results are beyond superb and she provides outstanding value. Denise provides structure and insights to all marketing related problems. It all goes without saying that Denise’s work has been pivotal in the development, strategies and growth of NEXT Proteins, Inc.
David A. Jenkins
CEO, NEXT Proteins, Inc.
Denise Yohn is that special combination of cool and professional. Our readers love the real-world advice she offers. Her focus on innovative marketing tactics that deliver real ROI is a breath of fresh air.
Editorial Director, Food News Media