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wholon™
Brand Communication and Brand Behaviour
A model for both communication & behaviour, wholon™ helps brands come to life through brand communication and brand behaviour, emerging from the brand strategy
Every brand has two aspects: the unchanging and the changing.
The wholon™ model underlines chlorophyll’s belief that a brand is expressed not just through communication but also through behavior. This model follows a methodical brand building process to ensure that a brand stays true to its strategy, and that the brand’s proposition or positioning remains consistent across all touchpoints.
Every brand has two aspects: the unchanging and the changing
The unchanging aspect refers to the timeless idea and belief system that the brand stands for. This idea is independent of the category that the brand exists in. This is an aspect that is internal to the brand and its owners. Often, the idea will translate into a brand proposition or positioning statement, that is anchored in the customers’ world.
The changing aspects of the brand are how it comes to life, through what the brand says (brand communication) and what the brand does (brand behaviour). Brand communication includes several tools such as brand identity, identity guidebook, advertising, marketing collateral, etc.
The totality of the changing and unchanging aspects is called the brand experience, and this is how all stakeholders of the brand engage and interact with the brand.
The model wholon™ captures this essence, clearly showing how the idea at the heart of the brand (Brand Core) comes to life through changing brand communication (identity and other creative outputs) and behaviour for all its stakeholders.
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