Having a well-defined and developed brand platform provides focus and direction and is a roadmap for the future that outlines the short- and medium-term path for the brand.

The brand platform is based on its own point of view of the product, the market and the context in which the company operates and synthesises the main tangible and intangible elements that make it unique and relevant.

At Summa we believe that a strategic brand platform should consider at least:

• The purpose: the reason for the brand’s existence
• The value proposition: what makes the brand different and relevant over time
• The personality, tone and style: how it speaks and behaves
• The pillars: the tangible and intangible elements on which the brand relies to legitimise its value proposition

Projects which speak about the Brand platform: