It all starts with a Purpose, a reason for being

Flip the World Headline

The first step in building a radically different brand is to dive deep below the surface.

The starting place for any strategy is a clearly defined purpose. It’s a compelling reason to engage with your business. When your business becomes meaningful, it energizes and motivates everyone involved, including your customers. This Kernel of Meaning: is the company’s soul essence. The reason you believe so strongly in this product or service and what truly drives you as a human being.

  • Checkpoint #1:
  • Building a culture of
    non-stop innovation.

 

1. PURPOSE Why we exist beyond money?
2. CUSTOMER Who do we serve?
3. CATEGORY → Where should we compete?
4. POSITIONING How will we win?
5. CULTURE How will we grow?

Before beginning the Brand Strategy processfive questions cannot go unanswered.

These questions serve as the foundation of the entire project. And the answers are our entry into a constructive diagnosis, one that allows us, the creative partner, to truly understand your unique offering and, essentially, your mission. We will also delve into the obstacles and see how we can visualize a map to eliminate any blockages to your success.

 

The last step of this phase is extending your purpose beyond profit together into three statements: Your purpose, Your mission, and Your vision. The outcome aligns both your team and ours to get a clear scope of the broader picture.

Checkpoint #2:
Agile Brand Strategy
through Design Thinking

Agile strategy is an interactive workshop lead by FlipTheWorld and requires all major decision-makers within your company to participate. The workshop is designed as a collaborative method to build a meaningful brand rapidly. We will revisit all of the five questions above to arrive at viable innovative solutions that are radically different through human-centered design thinking.

  • INTRO - WHAT IS DESIGN THINKING?

    Design thinking is the process of using prototypes to work through creative challenges to reach innovative solutions.
  • 01 - PROBLEMIZING:

    Problemizing isn’t about resolving problems; it’s about framing them. We diagnose the problem profoundly. We work to find out the real problem behind the problem by asking key questions. 
  • 02 - PINBALLING:

    Now that we understand the problem, we use unique techniques to trigger fresh ideas to spark something radically different.
  • 03 - PROBING:

    With original ideas at hand, we can begin examining and extracting them for opportunities. Using group-based brainstorming techniques, we drill down and filter through the possibilities. New business ideas start to take shape and form.
  • 04 - PROTOTYPING:

    Prototypes are necessary for testing and learning. A prototype is simply an unfinished version of the final idea, product, service, or—whatever it is we’re creating. By prototyping, we try out ideas for customers. We sense what’s working and where to make improvements. It’s magical to see theoretical concepts made visible.
  • 05 - PROOFING:

    Proofing is the fastest way to test our assumptions in the real world. To get the most out of proofing, we collect data from our tests and apply what we’ve learned to further prototypes. When customers see the value of a new idea, they open up to it. They begin to see how it might benefit their lives.
  • INTRO - WHAT IS DESIGN THINKING?

    Design thinking is the process of using prototypes to work through creative challenges to reach innovative solutions.
  • 01 - PROBLEMIZING:

    Problemizing isn’t about resolving problems; it’s about framing them. We diagnose the problem profoundly. We work to find out the real problem behind the problem by asking key questions. 
  • 02 - PINBALLING:

    Now that we understand the problem, we use unique techniques to trigger fresh ideas to spark something radically different.
  • 03 - PROBING:

    With original ideas at hand, we can begin examining and extracting them for opportunities. Using group-based brainstorming techniques, we drill down and filter through the possibilities. New business ideas start to take shape and form.
  • 04 - PROTOTYPING:

    Prototypes are necessary for testing and learning. A prototype is simply an unfinished version of the final idea, product, service, or—whatever it is we’re creating. By prototyping, we try out ideas for customers. We sense what’s working and where to make improvements. It’s magical to see theoretical concepts made visible.
  • 05 - PROOFING:

    Proofing is the fastest way to test our assumptions in the real world. To get the most out of proofing, we collect data from our tests and apply what we’ve learned to further prototypes. When customers see the value of a new idea, they open up to it. They begin to see how it might benefit their lives.

Once the above categories for building your brand have been developed and understood by both teams, we now have the solid foundation and the deeply planted roots to develop your brand into a movement.

Checkpoint #3:
Building a
Movement Brand

Next is what we call The 7 Flips.

These seven interactive workshops guide us by uncovering fundamental aspects in building a successful and timeless brand. The 7 Flips are part workshop and part education, exercising all of our strategic muscles while learning about what brand truly means.

 

The ultimate goal of the 7 Flips is to turn your product or service into a movement, a movement tangibly bettering society. As we’re developing this movement, we are also learning why it’s critical to become a movement in the first place.

 

Today, having a purpose-driven company is essential for building an audience and customer base that’s deeply attached, connected, and committed to your brand. Culminating into an exceptionally profitable and meaningful business.

THE 7 FLIPS:

  • 1 - FLIPPING PRODUCTS INTO → MEANING

    We’re in a new era of entrepreneurship, and ultimately, a new era of marketing your business. Connecting with your audience is no longer about shouting the functions and features of your product or service; instead, it has become about the emotions and feelings associated with your product or service. Understanding your target audience’s desired emotion helps you strategically position your company as a brand they feel compelled to join.

  • 2. FLIPPING TANGIBLE GOODS INTO → INTANGIBLE GOODS

    The buyer mindset and psychology have drastically flipped from I need stuff, to I want an experienceI need stuff is a tangible-based economy, where I want an experience is an intangible-based economy. The product/service itself may be a commodity, but the intangible benefits wrapped around the product/service make it unique and empowering to your audience. Part of this phase is working through 25 intangible values every successful brand should incorporate.

  • 3 - FLIPPING SELLING INTO → ENROLLING

    Branding should not be about selling; it should be more about what we call recruiting members. When branding is done right, we perceive customers as more valuable over time than as one-off transactions. Customers will pay more for a unique product than a generic one. We must understand that customers have aspirations beyond getting a low price on this particular product or service. Part of this exercise is discovering what we can do to enroll our customers, join our brand, and become loyal to what we, as a brand, are trying to accomplish in the world.

  • 4 - FLIPPING COMPANY IDENTITY INTO → CUSTOMER IDENTITY

    “Who we are” (company) is much less important than “who they are” (customer). It’s not enough to find out who they are; we must deeply understand who they want to become and their best-self aspirations. Your company needs to help build the self-identities they desperately–sometimes subconsciously–seek to become. Before every choice a customer makes, before any purchase or sign-up, their inner voice asks, “what does this make me?” Our job as a creative company is to help you design the space where your customer sees their best-selves, and say “oh, that’s me you’re talking about!”

  • 5 - FLIPPING DEMOGRAPHIC SEGMENTS INTO → A TRIBE

    Instead of first creating market segments(categories of audiences to attack) and choosing where you want to position your business, product or service, create a tribe to join you first. (A tribe is any group of people who share not only interests but information. They talk to each other, they also identify with brands. I’m an Audi person; I’m a BMW person.) The best question to ask ourselves when launching a new product is not “what size is the market?” but “me and what tribe?”

  • 6 - FLIPPING TRANSACTIONS INTO → RELATIONSHIPS

    A sale requires a single transaction. A brand requires thousands or even millions of transactions, plus a considerable amount of relationships. In this phase, we delve deeper into the core attributes of our tribe and how they directly connect with the company’s core attributes. We link all the information on a Brand Relationship Matrix and tweak it until your company fully aligns with your respective tribe.

  • 7 - FLIPPING FEATURES INTO → EXPERIENCES

    Your brand comes to life through touchpoints, the points with which the customers experience the brand. From the first exposure to a brand’s name to buying the product to using it and eventually making it part of who they are. Think of each touchpoint as the brand in miniature—consistently conveying the same message, the same feeling, the same representative sample of your company. In this phase, we discover how every experience and every touchpoint will illustrate the brand’s meaning and offer another way for your customers to build their identities.

  • So, What's The Big Idea?

    The big idea mainly serves as a bridge between the brand strategy and the brand identity. A company can have a great brand strategy and then develop a beautifully captivating brand identity yet completely miss the mark. Too often, a company’s brand identity fails to express: 1. Who they truly are. 2. What they’ve set out to do. 3. Why it matters to their audience. That is why this conceptual bridge is vital.

  • Discovering Our Voice

    We have a strategy, a concept, and a big idea. The question is how to communicate all of this to your audience without giving them a complete course on all of the above.
    The answer is Brand Messaging. The brand’s messaging is your line of communication, your unique voice that expresses the soul of your company with the soul of your audience. It’s a vocabulary that deeply stirs the recipient. The audience becomes moved by this voice and is invited to join your initiative, to become a member of your tribe.

  • A Living Breathing Identity

    The most popular, and some may say, most fun part of the entire project. Here is when all the brainwork and mental sweat comes to fruition—the visual brand identity. Your logo, color palette, fonts, image style, illustration style, iconography, and whatever else is necessary to express your brand in this project are all crafted in this phase. Every company needs to be uniquely identifiable to its audience and requires a visual representation of who they are and what they are striving to accomplish.