lso be done using Marty Neumeier’s five phases of brand building which include the following aspects: differentiation, collaboration, innovation, validation and cultivation. Whilst each process was carefully considered, the first four phases of Alina Wheeler’s and Marty Neumeier’s second discipline, collaboration, were vital components that I considered to be essential in constructing the CTL branding tree.
The CTL branding tree serves as a tool that is flexible in terms of its usability, easy to interpret which, when carefully executed, makes consistency possible throughout the branding process. This easy to follow step-by-step process is a fundamental tool for getting to the bottom of the matter of the brand and to illustrate the importance of features in creating extraordinary characters. In other words, the use of a mnemonic tool such as the “seed to tree” growth process could be targeted by today’s designers, marketers, researchers, and brand supervisors for planning, strategizing and aligning new or existing organizational goals without all the complex approaches to brand planning from the conceptual framework to launching stage.
The five major components that constitute the CTL branding tree include the following: concept or “big idea”, brand strategy attributes, brand identity elements, target audience and brand applications are divided into meticulous sections that formulate the brand.
Firstly, the concept or big idea or “seed” is the thought process or general idea of the brand. This is the initial starting point of the brand and it is characterized by brainstorming ideas among the branding team, stockholders or even middle management. All ideas are carefully considered for the brand but the best ones are selected for the branding purpose.
Secondly, the decision about the brand strategy attributes or the “root" is done through extensive use of qualitative and quantitative research techniques to investigate the behaviour of the