A systemic brand analysis: with the brand steering wheel template

Interrelationships within a brand: Brand steering wheel according to Esch.

This model is suitable for the systemic analysis of a brand, less as an orientation for the day-to-day business. It includes brand attributes, brand benefits, brand tonality, brand image and brand competence. There are interdependencies between the individual components.

More Brand Strategy Templates

  • Mission Statement

    The mission statement states the value proposition.

  • Positioning Cross

    Define for whom and for which needs the brand offers solutions

  • Vision Statement

    Define a specific goal that the brand wants to achieve within a defined period of time.

  • Brand Purpose Board

    Align the social added value, the needs of the target group and your own goals.

  • Buyer Personae

    Define for whom and for which needs the brand offers solutions

  • Golden Circle

    Get clear about the why, how and what of your brand and build the strategic basis with it

  • Identity Prisma

    Define the brand identity on 3 different levels with the identity prism template.

  • Brand Wheel

    The brand steering wheel according to Esch is suitable for a systemic analysis of the brand.

  • Brand Values Card Deck

    Develop brand values with examples and exercises and define what the brand stands for

  • Brand Key

    The Unilever Brand Key is a brand strategy model, focuses on competitors and target groups.

  • Brand Wheel

    The Unilever Brand Key is a brand strategy model, focuses on competitors and target groups.

  • Personality Sliders

    Define the brand personality: with the Brand Personality Sliders template.




    Marina Mengis

    Project Management

    030 403 664 76

    m.mengis@helder.design