In putting together a brand platform, there are several documents common to a strategic business plan and the brand platform.

Many enlightened companies have incorporated the brand platform into the strategic plan. This is a good thing in that it gets the required attention from the executive suite.

Branding is, first and foremost, a strategic activity.

So when I suggest the brand platform should contain the corporate mission statement, vision statement, values statement and positioning statement, it is possible they already exist. But if not and your company has not addressed those statements, I’ll define and differentiate them here so there’ll be no confusion as to the function of each and how each affect the corporate brand.

Here goes:

Mission statement: This is the basic purpose of the business (or the entity in the case of non-profits). It has no “numbers” attached. It’s why the business was founded (or is being founded) in the first place.

Vision statement: The vision statement set the direction for future actions. It is the guidepost for making decisions about new products, services, projects. Do new “opportunities” comply with the direction, strength and temperment of the company? This statement is also a motivator within the organization. It usually states a compelling image of the desired future.

Values statement: This is a statement of the principles that are held most dear by the leaders. They are guidelines to how employees must comport themselves. It might take the form of a code of ethics, a bill of customer rights, a promise to stakeholders. It is an expression of how the company will do business.

Positioning statement: This is the way the company will differentiate its operations, products, services from its competitors. It is an expression of the strengths and competencies it will bring to bear in behalf of their stakeholders, particularly customers and prospects.

In each case, the statement will probably be more than a single sentence. In fact each may take as much as a page. Each should be comprehensive and reflect the many facets of a business, all of which will affect or be affected by the brand.

All four should be freely distributed to all employees, suppliers, investors and other stakeholders. They should be expressed publically in annual reports, speeches and press releases.

Taken together, these four statements will provide a basis for the development of the various branding elements into a comprehensive and consistent brand identity. It indicates the “boundries” that creative suppliers and consultants must labor under for the good of the brand.

So whether integrated in to the brand platform or not, these documents are absolutely important to the corporate branding process.

Martin Jelsema

Technorati Tags: brand management, brand platform, Branding, branding strategy, Mission Statement, positioning statement, values statement, vision statement

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