The Intangible Value Hidden in a Brand; Building a Brand

The Growth Wheel framework branding opportunities shows four areas that all form the brand of a business. It is visual identity, physical identity, voice identity and attitude identity. Within these four areas, there are several sub points that contribute to express a brand. This framework shows a selected few.

A key point of this framework is that branding is a lot of things. It is not only about how you seem on the outside, e.g., how your logo or your products are perceived. A brand is very much also about the values and attitudes of the company and the entrepreneur. A believable brand is one that fits the values of the company. 

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