Brand Starter Kit

Starting a brand? Read how to select a growth model, define tasks and assess opportunities and challenges

Successful brand building often starts with putting a simple memo together, which outlines: a) a desired growth model that is mapped to business ambitions of the founder/s; b) product and brand strategy to deliver this model and organize the brand’s communications and offerings; c) short- and long-term tasks and d) short- and long-term internal and external opportunities and challenges.

First step is to define the brand purpose, that is rooted in the understanding of the cultural moment, consumer behavior and their interests and category dynamics. Purpose is a filter for all consequent ways of generating value as a company. Its job is to create, deliver and capture social and cultural value of a brand’s products, services and experiences and turn it into business value. More about that here and here.

Odds of success are stacked toward brands with hybrid business models. These hybrid models mix luxury strategy (investing in desirability, scarcity, status-signaling) and fast retail (trend, availability, price) in a way that capitalizes on the strengths of both.

From luxury strategy, a hybrid business model takes culture-driven advertising, art cues, creating an atmosphere and an aesthetic point of view and a world. A brand populates…