The Brand Flywheel
A brand flywheel provides an organization stability and helps the staff maintain their rate of sales or donations with less effort, as the flywheel gathers more momentum. It takes a concerted, team-wide effort where everyone is pushing to create and maintain the momentum.
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The Four Pillars of Branding
To build and maintain a powerful brand, we look to strengthen the four pillars of branding: Differentiation, Relevance, Esteem, and Knowledge. In this post, i’ll be explaining the importance of each pillar and how brands use each one to give momentum to their Brand Flywheel. I’m using the Brand Asset Valuator model as a basis… Read more
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Laying the Groundwork for Your Brand Flywheel
If you are a small business owner or the person in charge of marketing for a small shop, you have a responsibility to drive sales. Or maybe you are in charge of a nonprofit organization’s philanthropy department with ever-increasing needs for more donations. How you go about earning revenue says everything about you and the… Read more
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How Does Defining Your Brand’s Archetype Give Momentum to Your Brand Flywheel?
Brand archetypes are powerful tools for creating emotional connections and driving long-term momentum for your brand. When aligned with the brand flywheel—a self-reinforcing cycle of customer satisfaction, visibility, and growth—archetypes can amplify every stage of the journey, turning casual customers into loyal advocates and accelerating your brand’s success. In this article, we’ll explore this connection… Read more
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The AIDA Model and the Brand Flywheel
The AIDA model is a foundational marketing framework that describes the stages a customer goes through from first encountering a brand to taking action, such as making a purchase. in this post, we’ll be exploring how this time-tested framework can give momentum to your Brand Flywheel. The History of the AIDA Model The AIDA model—standing… Read more
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Cognitive Biases That Drive Consumer Behavior
Marketing and consumer psychology are deeply intertwined. At the heart of every purchasing decision are hidden mental shortcuts—cognitive biases—that shape how people perceive value, make choices, and ultimately decide what to buy. Understanding these biases can give brands a powerful edge by aligning offers with human nature rather than fighting against it. In this post,… Read more
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How Your Brand Archetype Can Power Your Brand Flywheel
Once you understand your brand’s archetype or set of archetypes (most brands express the characteristics of more than just one archetype), you can use the Brand Flywheel method to help you meet your mission. 1. Your Mission Craft a mission rooted in your archetype’s core desire—whether it’s discovery for the Explorer, connection for the Lover,… Read more
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Your People Are the Purpose of the Brand Flywheel
When people talk about marketing, they often focus on things like sales funnels, conversion rates, and KPIs. Those are important, sure—but they’re not the purpose of your brand. Your people are. Not just your customers, but all your people. Your people are: They’re the ones keeping your Brand Flywheel from flying off course. The People-Centered… Read more
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You Can’t Clone Yourself
If you’re a small business owner or a marketing director in a small shop, you’re always getting pulled in different directions. That’s part of the gig. But you can accomplish a lot because you have help. And that does not mean that you have to hire anyone or delegate this to one of your employees.… Read more
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The Brand Flywheel
I love the Flywheel analogy. Conceived and popularized by Jim Collins in his book Good to Great as well as other big thinkers like Hubspot Founder Brian Halligan, it’s the logical replacement of the traditional marketing funnel concept. A flywheel is a heavy revolving wheel in (or alongside) a machine that is used to increase… Read more