If you have been following my posts, you know that I often talk about influence marketing (here, here and here). As part of my work at the business venture capital firm, OpenView Venture Partners, I help our portfolio companies through our strategic consulting services. This week I wanted to introduce the concept of a brand platform and how it impacts the content marketing component of any influencer marketing program.
BrandChannel outlines the main elements of a brand platform as the following:
- Brand Vision The brand’s guiding insight into its world.
- Brand Mission How the brand will act on its insight.
- Brand Values The code by which the brand lives. The brand values act as a benchmark to measure behaviors and performance.
- Brand Personality The brand’s personality traits.
- Brand Tone of Voice How the brand speaks to its audiences.
Once these essential components of your brand are ironed out, you can use them to help share your messaging strategy for your influencer program.