1/2/2023 0 Comments Omnigraffle mind mapI also love the “notes” tool that lets me append notes to any item on my mind map – so I have room to capture notes as I review the mind map with clients. I love the little flags and other icons that help me visually identify big ideas and idea threads as well as items that have questions, need more exploring, or are ready for review. Omnigraffle mind map software#In addition to making it easy to group and move topics, a software program like Mindjet (my mind mapping software of choice) gives you many other organizational tools. It’s a fun and efficient way to get consensus on ideas, structure, and even project details. I often bring an initial draft of a mind map to a client meeting and then edit it in real time as we talk things through – moving things around, adding notes and branches, highlighting and prioritizing. A digital mind map is also a great collaboration tool. Each time I introduce a client to this versatile tool, they tell me how helpful it was to be able to see all the ideas in one “snapshot” view. The beauty of a mind map is that it lets you see the big picture so that patterns and trends are easier to spot. In the end, I usually have one beast of a mind map that includes all the intel and inspiration that I’ve collected while in the research and development phase of the branding exercise. I continue adding to the map throughout the discovery meetings with the client, any subsequent customer interviews, and any other input sessions. I do my first draft of a branding mind map while I’m reviewing all my reference materials – making notes about key ideas and words, adding reference links, and attaching documents so I can easily find key information later on. Under “Company,” I might include things like internal perceptions, external perceptions, history, personality, etc. The sub-topic “Customers” might, for instance, branch out into hopes, fears, complaints, accolades, needs, etc. From there, I can start brainstorming around each of those topics and branching off into more and more detail. I also usually include a typical “SWOT” section (Strengths, Weaknesses, Opportunities, and Threats). When it comes to brand development, I start with a map that includes the following sub-topics: Company, Customers, Products, Service, Competition, and Philosophy. I’m not exaggerating when I tell you that I use mind mapping for just about every creative and organizational task – content planning, outlines, research, event planning, brainstorming, assessment, etc. If you’re not familiar with the joy and brilliance that is mind mapping, you can read this post in which I gush about how this brainstorming/organizing tool helps you clobber writer’s block in no time flat: Mind Mapping Your Way Out of Writer’s Block.Īnd what does it have to do with branding? When I tackle any kind of Big Idea project – like developing branding assets – I have one secret weapon that gets me started in the right direction each and every time: mind mapping. It can shake even the most battle-scarred marketer to her core. You have a brilliant idea that later turns out to be crap. You review a LOT of reference materials – internal input, C-level notions, customer interviews, market research, existing brand content. You chase shadows and random lines of thought. Instead, there is usually a sort of cat-and-mouse game. They don’t typically just sashay in and settle down for tea. After all, these are Big Ideas you’re trying to capture. If you find yourself tasked with this kind of brand development project, no one would blame you for feeling a bit overwhelmed. If someone asked, could you name your brand’s value proposition? Does taking on branding projects make you feel slightly nauseated?
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