In building a corporate brand, or if you wish call it a corporate identity, I strongly suggest you begin with a brand platform.
The brand platform is a document that encompasses the many components upon which the brand is built. It is a way to focus these diverse elements so your brand can be consistent and relevant to the stakeholders you wish to relate to. Once prepared and approved at the very top management level, the platform should be used as a guide for all branding decisions, strategic and creative. It will also become an integral part of your company’s strategic plan.
Developing the brand platform will mean borrowing some elements from your existing strategic plan, beginning with the mission statement. But in case you’ve never created a mission statement, here are some thoughts about developing your first one. Continue reading


