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How to Mind Map Your Brand’s Future

Here at Insights in Marketing, we're constantly helping clients navigate strategic challenges while also continuously working to better understand consumers' motivations and behaviors.  In doing so, we have leveraged a variety of tools over the years to work through business questions and bring a sense of order to what can often feel like chaos.  One such tool is the Mind Map.


We like Mind Mapping for several reasons; it's an expressive and creative way to organize individual and/or team thoughts, it's a great tool for setting goals, solving problems and organizing ideas and it works well as a brand tool to identify insight gaps and develop strategy.

Mind Maps can use colors, shapes, words, logic, numbers, distances and more; that's the beauty of it, you can make it what you want and need it to be!

This example shows initial product considerations for a potential new yogurt product, and really helps in thinking about various aspects of the product and its role in the portfolio.

Ready to get started? Here are some tips to help you put Mind Mapping into action:

  1. Decide what you want to map.  Grab a piece of paper and turn it on its side, so you have a wide berth. A mind map can go off in any direction, and you want to make sure you have room to build it out.  Once your creative process starts, you want to give it free range rather than try to rein it in!  
  2. Let's say, for the sake of the exercise, you're mapping out where you want to take your brand strategy. Write your brand's name or draw something that denotes your brand in the center of the page.
  3. Build upon that by surrounding the phrase with words that relate to your brand strategy. You might think along the lines of "consumer," "sales," "supply chain,""product attributes," "communications plan," - or whatever the key relevant components are for your business and brand.  Put each offshoot in a branch that connects to the center drawing.
  4. Build upon those branches with any components/concerns/questions related to each. When you're finished, your map will reveal the goals and concerns that, in your mind, surround the central issue.
  5. Don't feel pressure to make this neat and orderly. Curved lines inspire more creativity than straight lines, so take your Mind Map wherever it leads you!
  6. Brevity and flow are key in populating your Mind Map - get the core pieces down as you think through it for flexibility - you can get into the weeds later.
  7. Don't be afraid to keep going wherever the Mind Map takes you. Be creative and express yourself in whatever way works for you. Also, fill your map with colors that will make it easy to follow.
  8. Place your Mind Map somewhere visible. Mind maps don't work unless you're... yes, mindful of them!


Get started mapping your brand's future today!

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