12. Brand Platform - Creating a Love Relationship with Your Customers

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3 Lessons

COURSE OVERVIEW

Creating a Love Relationship with Your Customers

The WOKE food truck — one of 4,000 in LA — captured the city’s imagination with a brand built on a community mission: hiring employees fresh out of rehab, training teen mothers, serving the underserved. Tagline: “Feeding Your Body and Your Mind.™”
The lesson: Connecting with customers emotionally is the whole point of your brand story.

Key Insight: A brand platform is a love relationship between a brand and its customers. Build one, and your marketing almost runs itself.

A brand platform breaks your brand story into component parts — like a movie broken into scenes.
With it, every marketing deliverable (website, ad, pitch, social post, trade show, video) draws from the same source. Marketing becomes plug-and-play.
You don’t need all ten scenes at once. Start with two or three and build as your business grows.

Each part of the total brand experience:

#	Scene	What It Is
1	Brand Positioning Statement	Your Coke formula — target customer, problem, Secret Sauce, proof. Built in Module 8.
2	Target Customer	The top of your bell curve. Also consider your customer of the future.
3	Brand Concept	The one word your brand always communicates. Volvo = Safety. Avis = We Try Harder.
4	Brand Promise	What customers can expect — Compelling, Credible, and Consistent. FedEx. GEICO.
5	Brand Vision	Your reason for being beyond profit. Patagonia. Apple. Even Doggy Dogg.
6	Brand Drivers	Feelings that make your brand relevant. Coke sells joy. Jeep sells adventure.
7	Brand Character	Your brand’s personality. Harley vs. Vespa. Wing Zone vs. Charles Schwab.
8	Brand Look	Professional design makes you look credible. Covered fully in Module 13.
9	Brand Rituals	Repeated gestures that create visceral connection. Moe’s shout. DoubleTree cookie.
10	Brand Messaging	Tagline, slogan, Secret Sauce line, bios, boilerplate, elevator pitch — written once, used everywhere.

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