Branding 101: What is Spiral Branding?

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Spiral branding refers to an integrated branding approach. The approach involves using multiple channels to create a consistent brand voice and theme. It refers to the ability to identify the best promotional channels and deliver a common message through consistent communication.

Let’s find out what is spiral branding, and how it can promote building brand integrity and improving customer experience.

Spiral Branding: What is It?

Spiral branding is the use of multiple channels to reinforce brand image and message. The approach to branding helps in creating a consistent brand message at all levels. It involves using the same font, color, logo, and other branding elements when communicating within and outside the corporation.

Companies that do not focus on consistent brand message in internal communication are not able to create a successful brand identity.

Through spiral branding, a company can successfully build a strong brand image that resonates with the audiences. The term was first coined by Frank O’Connor of Bungie, who later joined Microsoft. The branding strategy involves focusing on a core group and then spiralling outward in a predictable manner.


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Contrary to common notions, branding does not originate outside the company. Instead, the branding evolves from the inside to the outside.

The life of a brand originates within the organization focused on a closely-knit group of employees, and then spirals its way out through consistent communication in a predictable and controlled manner. This concept is otherwise simply known as spiral branding.

How Spiral Branding Can Help with Long-term Success?

The main goal of the spiral is creating a brand image in a controlled and systematic manner. It involves creating a unified branding message within the organization and subsequently projecting it outwards. The spiral strategy is a key to successful branding that can pave the way for long-term success.

The strategy helps in integrating the branding message and creating a solid platform. Companies can implement measures to ensure that the branding remains consistent and unswerving. It encourages employees at all levels to adopt a unified branding approach through using templates and standard formats.

Spiral branding helps in overcoming the challenges of creating a successful brand image, and differs from integrated marketing in that it is about more than just giving brands a common theme or voice. Spiral branding also includes the ability to identify a core customer base and using your brand communications to branch out and segment from them. In this way, it minimizes the obstacles and ensures that a unified message is created across all channels within the organization. It also ensures that the branding theme satisfies all the local and international legal requirements.