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Create Brand Promise

Uncover which elements of circularity reinforce your brand purpose to hone your message to your customers. Build your brand around your circular innovation.

Brand purpose is emerging as one of the drivers of customer engagement. Increasingly, people are making decisions based on an emotional connection to a particular brand. Reinforcing your brand through a circular innovation strategy is one way to build customer loyalty, but finding the right messaging is key. What are the underlying benefits to customers that will drive their emotional response and attachment?

STEPS

1

Use the Brand Template to create or review your brand promise. This will help you think about how you engage customers emotionally. What does your brand promise to do for your customers that differentiates it from anything else out there?

2

Next, list out what your customers value, e.g. convenience, status, being the first, etc.

3

Then write down your circular opportunity or concept. Ask yourself, based on your brand promise and your customers’ values, how should this initiative make them feel? What are the emotional qualities that your product brings when they buy or use it? (For example, do they want to feel empowered, safe, altruistic, inspired, etc.?)

4

Next, capture the messages that would appeal to your audience to make them feel invested in this concept. What matters most to them? Your goal is to figure out how to make your circular initiative feel relevant in a way that relates to their values.

5

Consider what this circular opportunity or innovation could add back into the brand promise what might it refresh or emphasise? Also consider how your promise might play out to other partners or users in the value chain.

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WHO'S DOING IT WELL

Performance, safety, and styling

Tesla understands what its customers want. They focus on the things that appeal to the car-driving masses: performance, safety, and styling. The fact that it uses no petrol is an added bonus.

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The Circular Design Guide is a collaboration between the Ellen MacArthur Foundation and IDEO. To give your feedback, email us directly or join our linkedin group.

Copyright © Ellen MacArthur Foundation + IDEO 2017.