Here are excerpts from a brand platform I wrote for a digital media company (Nielsen Top 30 market):
Our brand
Our brand can be summarized in one word: vigilance. First and foremost, we will deliver vigilance on behalf of our target consumers—with a real respect for their struggles, concerns, and goals.
Our target consumers lead a modest lifestyle; they are middle class at best, with an annual household income of seventy-five thousand dollars or less. Our vigilance-based brand means that we will work for these target consumers—and that we will tell the stories that directly impact their lives—with a focus on solutions, results, and tangible benefits to them and their families.
We will chase down those who cheat our target consumers—or who do wrong to them. We will make sure politicians are working on behalf of our target consumers—and we will hold those politicians accountable for the promises they make. We will be vigilant everyday about the subjects that are most relevant to our target consumers—and most meaningful to them.
When we think of our target consumers, we will recognize that many of them are struggling—and we will remember that our purpose is to help them, defend them, and give voice to their concerns. When our target consumers see our work, they will feel represented by us—and connected to us. They will feel like they have a voice. This is our promise to them—one that is represented clearly and directly in our positioning line: "Who’s Got Your Back?”
Our content strategy
We are an organization that exists, first and foremost, to serve our target consumers. We will report the news as fairly and as impartially as possible, but we will never forget that our coverage is motivated by the struggles, concerns, and goals of our target consumers. Beyond bringing facts to light and finding answers to questions, we will use our resources to empathize with our target consumers and push for change on their behalf. We will be fearless in our pursuit of justice for them. And we will remember, always, that we are advocates for them. When we have achieved real and measurable progress for them, we have done our job. This in fact is our purpose—it is the lens through which we view our work and the target for which we aim.
Our marketing strategy
We will view each marketing effort—across each platform and channel—as an opportunity to reinforce and strengthen our brand. We will remember always that when we deviate from our brand, we dilute it. We will view each form of messaging as an opportunity to connect with our target consumers and help them understand the unique value we are offering. If we are succeeding, our target viewers will feel represented by our work. They will feel protected and defended. They will feel heard. When they come to understand that this is our motivation and our mission, they will come to recognize our value. This is how we will create differentiation from our competition, and this is how we will persuade our target consumers to prefer us. It is a goal we will focus on consistently over time. We know and understand that our marketing is an ongoing conversation with our target consumers—and an ongoing attempt to build and sustain real relationships with them. We want relationships with them—and strong emotional ties to them. This is how we will serve them. And this is why they will choose us in return.
Our target consumer (a fictional, representational portrait)
"My name is Mike. I’m 46 years old. I live in East Lyme. I’ve worked construction jobs in southeastern Connecticut for almost 20 years, but the work isn’t as steady as it used to be. A lot of people around here have been saying that. My father retired from Electric Boat after 40 years, but some of his younger co-workers are wondering if they’ll have the same chance. My brother has had more luck—he works at Pratt & Whitney in Middletown, and his position seems safe for now. I finished a drywall job two weeks ago and have been giving my cousin a hand since then—he runs a small landscaping company. He’ll return the favor by helping me put a new roof on my house this Fall. I got some good news today—I’ve picked up a few months of construction work on the new Niantic Bay Bridge. I’m thankful for the job, even if it’s only Monday and Tuesday nights from 10:00pm to 4:30am. That’s the only time they’ll be able to shut the old bridge down because of Amtrak. It will feel good to be building the new bridge—the problems with the old one have been going on for years, and it’s really been hurting the fishing business around here. It's only two nights of work a week, but it’s still something. The job I really wanted was working on the new Quinnipiac Bridge in New Haven—that would’ve meant a couple years of solid work. I was qualified, but I guess too many guys showed up for the job. What’s on my mind these days? My family. I have a wife and three kids, ages 4 to 15. Everywhere you look, crime seems to be on the rise; even the small towns aren’t as safe as they used to be. And everything is so expensive these days. Like a lot of people I know, we are carrying some credit card debt. We’re only paying the minimums, so I’m worried about that too. And I worry that we don’t get to spend enough time together either; when I’m working, my wife is watching the kids. When she’s working, I’m watching the kids. It’s not easy to find down time when all you’re doing is running around. What do I want? More work, of course. Steadier work. I see these politicians on TV talking about creating jobs, and I want them to deliver on that. I want to get something for my vote and for my tax dollars. My roots are in Connecticut, I love this state."