External Brand Translation is involved with identifying the sensory cues that trigger the desired brand attributes, as these must be utilized to optimize implementation efforts (i.e., any collateral, advertising or other marketing communications vehicles).

The Sensory Cue Identification process within this phase involves capturing, profiling and packaging critical cues related to the brand in a way that is invaluable for implementation efforts. This process uniquely ensures that the brand experience will be maximized, as well as effectively and consistently communicated at all points of contact.