Brand platform
Building a brand is a long-term project, but you are guaranteed to get results! It's all about starting right - and creating the right story.
Content in the brand platform
A brand process must be owned by the management of the company and contain:
vision - what we will strive for
mission - why do we exist? what value do we add?
Values - what emotional and functional values should the brand build on?
brand promise - short phrase, promise you make in your communication
positioning - our position in relation to competitors
Gasta has experience that The Golden Circle can be a good exercise and starting point for the development of a brand platform, or we can use Mars' management pyramid as a starting point.
Brand story/strategic script
Storytelling in business is effective! You'll probably find it easier to remember information when it's presented in a story format instead of dry data or statistics.
When Lerum tells the story "On an August day in 1907, there were two stacks of berries on the quay after the boat had left for Bergen..." they tell a story about a company with a clear mission, and a family with a passion for processing real fruit and berries through four generations. This has given them growth and a market-leading position in juices and jams.
When Sogndal football has been a rural team with small resources going out and fighting against the big city teams, it has worked well since 1976.
Or when Brødrene Aa switched to communicating "Energy efficient ferries in carbon fiber", and with new innovation in carbon fiber takes the customer into the green future.
This is an example of a basic story these companies have, which is told in slightly different ways and on different surfaces.
The brand story should reflect the vision and position, but say more - and trigger interest in the customer. Incorporating storytelling into the brand platform is a great way to build trust and loyalty.
In a market full of noise and AI-generated content, you don't have much time to capture interest and build trust. This requires good work with words and formulations, something we are happy to help you with.
""Companies that have a great story to tell through action do better than those that don't. They do better in terms of awareness, profitability, growth and share value. What's more, these brands spend much less money on media and advertising."
Would you like a chat about branding? Get in touch with Astri Knudsen or Vidar Bondevik.