The Brand Creation Cycle

Introduction

The Brand Creation Cycle outlines the stages that businesses typically move through to successfully motivate consumers to start a meaningful relationship.

THE Brand CREATION CYCLE

The Brand Creation Cycle outlines the stages that businesses typically move through to successfully motivate consumers to start a meaningful relationship. 

  1. Purpose or Big Idea

The Brand Creation Cycle starts by identifying the big idea or purpose behind the existence of your company. Every product or business idea exists because it serves to solve a problem that exists in the minds of consumers. So, what’s your big idea?   

  1. Strategy

Once you’re clear about the ‘why’ of your business, you’ll be able to plan your route and where to focus your efforts to maximise your impact. Questions that need to be answered at this stage include: Who’s your audience? Where is the low hanging fruit? Who are your competitors? What are your core values? How will you stand apart? What collateral will you need? How will your sales process work?

  1. Brand

A strong business is defined by the clarity of its Brand. A weak business lacks clarity of purpose and is inconsistent in the way it applies its central idea. At this stage you will develop your narrative and how to express it. Naming, tone of voice, Brand architecture, product groupings, visual style and creative approach allow you to create a genuine reflection of your Brand values, and attract the best customers.

  1. System

Systems save time and ensure that you deliver the greatest value consistently. From a customer’s perspective, the way you guide them through the buyer decision-making cycle will influence the speed of trust they develop in your solution.

  1. Sales

The endgame in business is to make the sale. With clarity of purpose, a plan that is executable, a clear and distinguishing proposition and a systematic method of delivery, the sales team will have a much easier job to do.