The True North: Brand Platform

What is the promise your brand makes to each person?

Do your team members, services and products live up to that promise in every interaction?

How do you capture it, articulate it, and share it with the world?

At One Lucky Guitar, we communicate Brand Soul. And when it comes to the Brand Promise, we bring it to life through the Brand Platform.

The Brand Platform is a quintessential piece of your Brand Soul. It’s succinct, memorable and ownable; a powerful articulation of your brand’s essence. It serves as the “true north” for your marketing, your communications, and your entire organization and operations.

“[Your brand is] not what YOU say it is,
it’s what THEY say it is.”

– Marty Neumeier, Author of The Brand Gap

Your brand platform must be authentic—something your company, organization or place can undoubtedly live up to today, from the way you answer the phone to the programs and services you provide.

But it can also be aspirational—to challenge your company, organization or place to be the best version of itself. It should set a high bar, encouraging growth, innovation and continuous improvement for both the brand and the people who carry it forward.

Internal Clarity Creates External Understanding

It’s internal, acting as a rallying cry that unifies and motivates your team across all departments and offerings, while also guiding informed decision-making.

It’s external, used to communicate the brand promise to all your stakeholders, with enough flexibility to adapt to each of your audiences, services, products and experiences.

The Brand Platform is accompanied by a Manifesto—an emotionally resonant appeal that supports the platform. It gives teeth to the Brand Platform, creating an opportunity for your brand’s story to come to life—the why behind your brand promise.

Let’s take a look at some examples—

Envision a community where even our boldest dreams come true.

Where we engage, connect, and energize residents and visitors, and each person feels a sense of belonging. Where everyone flourishes, and has access to tools and resources that help them reach their highest potential.

It’s only when we look beyond our limitations, and embrace our ambitions, that our neighbors experience greater well-being and quality of life.

At the Community Foundation of Greater Fort Wayne, we’re committed to moving our community toward a more vibrant future.

Here, we Imagine Greater.

We’re best equipped to face adversity when we’re surrounded by the people we love.

Together, we overcome challenges, celebrate triumphs and endure sorrows. At Hope’s Harbor, we take care of you, so you can take care of them.

By keeping families close to their loved ones in difficult situations, they can make the most of every moment.

We offer Strength Next Door.

We design experiences—in our opportunities, events, stories and clothing—that broaden worlds. Our stylists can create financial freedom. Our pop-up partners can blend family, friends and fun into one. And our children can express and explore their authentic selves through clothes.

Finding Foxtale is Designed for Discovery.

The Brand Platform is the definitive answer to the question, Who are we, and what do we promise?

Contact us today, and we’ll help you answer it.