Transform your brand strategy : solidify with a meaningful brand pyramid
Stop being fancy please with all these shapes and jardons
Okay, fine. I understand that many people perceive brand marketers as fancy individuals using illustrations, theories, and jargon in their plans and presentations. While this perception is not entirely wrong, I kindly ask for your patience when it comes to branding. It is important to hear us out and allow us to articulate our ideas. Just like the opening crawl in Star Wars movies, the backstory helps set the scene and context.
The brand pyramid is a commonly used visual tool that outlines the key elements of a brand's identity and stages the proposed market positioning. It effectively communicates the brand's essence, personality, core functionality, and emotional and material benefits. Additionally, it plays a significant role in developing and managing brand equity and loyalty.
Although the pyramid shape may seem old-fashioned and derived from Marketing 101 textbooks, it serves as a step-by-step approach. In my opinion, an arrow shape or table might be more suitable, but the format is ultimately irrelevant. You are free to apply the concept in any way that works best for you.
A typical brand pyramid consists the following levels
Disclaimer: I want to clarify that there are various types of brand pyramid frameworks used worldwide. The one presented below is what I find most useful for general consumer products or services. It is also easier for new brand marketers to fill in the contents.
Brand essence: This represents the core idea or feeling that encapsulates the soul of the brand. It is typically expressed in simple terms and can be applied to a mission statement.
Brand persona: These are the attributes or characteristics that define the brand's personality and guide its behavior. They can be described using a handful of adjectives, just as you would describe a person.
Emotional benefits: These are the emotional outcomes that customers experience when they interact with the brand or how you want them to feel in their minds.
Functional benefits: These are the rational or tangible benefits that customers derive from the brand's products or services. They are typically expressed in terms of what the brand does for customers, such as saving time, improving performance, or enhancing quality.
Functionality / Features: These are the specific or distinctive aspects of the brand's products or services that deliver the functional benefits. They are usually described in terms of what the brand offers or how it works, such as fast delivery, advanced technology, or customizable options.
Remember that a brand pyramid is a valuable tool that can assist you in creating a clear and consistent brand strategy. It helps in evaluating your current brand position and understanding customer behavior and motivations, which are essential for developing effective brand communication and messaging.
Any practical example please?
Indeed, the following example serves as a guiding brand pyramid that I recently created for a consultancy firm. They will need to complete each level based on their corporate and brand directions.
Once the brand pyramid is established, it becomes a valuable tool not only for brand strategy and plan presentations but also for subsequent creative briefs and media strategy plans, among other applications. Therefore, it is crucial to include this step whenever you embark on brand planning.
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