The Brand Purpose Flywheel

One of the concepts gaining traction in recent years is the Brand Purpose Flywheel. I quite like the flywheel as compared to the funnel. As opposed to the funnel that keeps the customer at the bottom, the flywheel keeps the customer in the center.

Here’s how it works:

🎯 Purpose: Define a clear, authentic brand purpose that resonates with consumers and aligns with societal or cultural needs.
🎯 Engagement: Actively engage with your audience by aligning your brand’s actions, products, and services to this purpose. This might include sustainable practices, social activism, or creating community impact.
🎯 Value Creation: Deliver on this purpose by offering real value—whether through innovative products, meaningful content, or experiences that resonate emotionally.
🎯 Amplification: Use consumer advocacy, brand ambassadors, and word-of-mouth to amplify your purpose-driven messaging. This builds brand equity and encourages organic growth.
🎯 Continuous Feedback: Listen to customer feedback, societal shifts, and market changes to refine and evolve your brand purpose, ensuring its relevance over time.

Unlike traditional linear models, this framework emphasises an ongoing cycle of engaging with purpose, delivering value, and reinforcing brand equity through authenticity and social good.

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Author: ROMA SINGHAL

Roma has spent over 15 years as Brand, Design and Digital Strategist carving disruptive and impactful strategies for blue-chips brands at marketing advertising organisations such as American Express, Ogilvy, Publicis Groupe, McCann, BBDO and more in Sydney, Singapore and Mumbai covering Global, AUNZ, ASEAN and India markets. She has planned and launched insightful and effective campaigns for a diverse clientele, spanning across various industries and brands. Her works have been awarded, one of them being The EFFIE Gold for Cadbury. She was also chosen as the first round judge for EFFIE Australia 2019. Last few years, she has been experimenting with her entrepreneurial spirit, having launched three planning initiatives, 1. THE SMILING STRATEGIST (www.thesmilingstrategist.com), a freelance strategy initiative working across a variety of brands and industries in a highly collaborative set-up; 2. SELFCONCEPT (www.facebook.com/selfconcept123), a self-awareness platform gathering true human insights, where training from Mind Master Tony Buzan on Mind Mapping techniques helped her think divergently; 3. ROYALE ARTISAN (www.royaleartisan.com), an online artisan gift store, which she has founded to give back to the talented rural artists. In her free time she drives her humanitarian initiatives, tries her mind at poetry, plays the guitarlele and experiments with acrylic painting on square shaped canvasses. A lover of philosophy, she is working everyday to become a better human being. To start a conversation please e-mail her at romasinghal@brandself.net. Also join her page on Linked-in @ https://www.linkedin.com/company/romasinghal-thesmilingstrategist/ for strategy tips. View all posts by ROMA SINGHAL

The Smiling Strategist

ROMA SINGHAL

Roma is Founder & Strategy Partner at Brandself. She has spent over 20 years as Brand, Design and Digital Strategist carving disruptive and impactful strategies for blue-chips brands at marketing and advertising organisations such as American Express, Ogilvy, Publicis Groupe, McCann, BBDO and more in Sydney, Singapore and Mumbai covering Global, AUNZ, ASEAN and India markets. Recently, she was chosen as one of the four female leaders to have broken down societal barriers by the hipages Group in Australia for their Empower Women in Leadership Program. Her works have been awarded, one of them being The EFFIE Gold. She sits in the APG UK Head of Planning Forum and was also chosen as the first round judge for EFFIE Australia. She is a Strategy Teacher at the esteemed Miami Ad School and a Strategy Mavin on Mavardo. She is also a Mentor at UNSW and the industry recognised Assisterhood. Last few years, she has been experimenting with her entrepreneurial spirit, having launched Brandself (www.brandself.net), a disruptive strategy studio; 2. SELFCONCEPT, a self-awareness platform gathering true human insights, where training from Mind Master Tony Buzan on Mind Mapping techniques helped her think divergently; 3. THE SMILING STAYS, a cozy Air BNB in Paddington, Sydney. In her free time she drives her humanitarian initiatives, tries her mind at poetry, plays the guitarlele and experiments with acrylic painting on square shaped canvasses. A lover of philosophy, she is working everyday to become a better human being. To start a conversation please e-mail her at romasinghal@brandself.net. Also join her page on Linked-in @ https://www.linkedin.com/company/romasinghal-thesmilingstrategist/ for strategy tips.