The brand platform is the backbone of your entire communication strategy and the foundation that your whole brand identity relies on. Doxaganda helps you build your brand platform by defining its key components:
- Brand values
- Brand promise
- Storytelling
- Brand personality and tone of voice
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BRAND VALUES
This is the set of beliefs that your brand conveys through its communication.
BRAND PROMISE
Chinese consumers, especially in Tier-1 and Tier-2 cities, don’t only buy products based on their country of origin anymore. They need to see how your brand concretely helps them enhance their daily life. This is the purpose of your brand promise. It must be as concrete as possible, reliable and visible by your target audience throughout your communication channels.
STORYTELLING
Chinese consumers are expecting more than a purely commercial relationship with brands. Storytelling is a narrative that helps your brand convey emotions that your Chinese audience can relate to. A good storytelling helps your brand become memorable, distinctive and appealing. Inspired based on who you are and where you want to go (in order to be transparent, genuine, reliable). If all inspired by these elements, your uniqueness will stand out and impossible to copy you with that level of uniqueness.
BRAND PERSONALITY
Like a person, your brand should have a distinctive personality and tone of voice to be memorable and encourage interactions with its target audience. Your brand personality can be defined as a set of human characteristics that defines the way you interact with your target audience. These personality traits must be as concrete as possible to be able to convey them every time your brand speaks up.