Branding Gameplay #2: Brand Wheel

A Brand Wheel is used to derive a company’s brand essence. This is important to distinguish as it can be used to measure consumer perceptions against the intended brand identity. The brand essence is fundamentally a few words or a sentence describing everything about the brand.

Game play: There are five stages involved in unravelling a brand wheel. The first layer is the brand attributes – typically involving the core product. The second layer tells what benefits these attributes offer to the consumer. Thirdly, the brand values must be recognised – including adjectives describing the personal traits of the brand. These values should be held throughout the organisation to ensure brand strength. The fourth layer importantly reveals the personality of the brand – essentially describing the brand as a person. Finally, the brand essence can be established and should be portrayed to consumers and any potential markets.