25.Oct.2018

Rachel Skybetter
Senior Copywriter

What to Do with Your Brand-New Brand (1 of 3)

Part 1: The Brand Platform

Deciding to redo—or refresh—your brand raises a lot of big questions: Who is your audience (or audiences) and how does your organization mirror and affirm their sense of the best selves? What purpose does your organization serve in the world, and how can you align that with your audiences’ own sense of purpose, hopes and yearnings?

And the biggest question of all: where do you start?

That’s where Lipman Hearne comes in.

With over 30 years in the game, we know a thing or two about revitalizing brands. It doesn’t begin with a sexy new identity or ultra-creative marketing campaign (though we do those too!). It begins with a brand platform.

BRAND PLATFORM 101

A brand platform is your North Star and your reality check. It’s the sturdy bedrock from which your entire brand can grow from—yes, including that sexy new identity and creative campaign. Our brand platform rubric is a distinctive combination of foundational and emotional elements, all of which ladder up to your big idea—the lens or filter that will shape all your storytelling.

WHY DO I NEED A BRAND PLATFORM?

You wouldn’t build a house without a blueprint. And you don’t want to build a brand without a brand platform either. The platform is an internal document, meant for your marketing team and key decision-makers. Your students, donors, and clients won’t ever see it—but it will be a key tool in activating ambassadors who can promote you with a clear, consistent message.

SO HOW DO I USE IT?

Use it as a litmus test for all forms of communication, from simple tweets to strategic plans. It can also be the basis for interview questions, so those who represent your brand in articles or videos are always on point.  You should be able to easily see your new brand shining through boldly and consistently.

HOW NOT TO USE YOUR BRAND PLATFORM

The worst possible thing you can do is not utilize your brand platform at all and just revert back to the way things were before. Your brand platform was thoughtfully created for you in tandem with you and your team: no one else’s brand looks like yours—so use it! We’ll make sure to equip you with all the ways your brand platform can translate into audience-facing marketing (up next: brand messages!).

 

For more brand marketing insights, check out “There Are Two Types of Brands” from SVP Creative Director, Libby Morse.