Week 4: Brand Pyramids

BRANDING STRATEGIESTerry Lee Stone

February 2016

Brand PyramidsStrategy Tools for Branding

Developing Brand Strategy

✤ Brand Pyramids: are a useful tool for developing brand strategy. They help creatives visualize the journey a target audience member may take from initial awareness to passionate loyalty.

✤ Some pyramids describe customer behavior, other illustrate the building blocks of the brand. Similar to classic the Marketing Funnel.

✤ Other pyramids describe brand building blocks.

Brand Pyramid (customer behavior)

✤ Presence: The customer has become aware of the brand, but has no opinion or emotional attachment to it.

✤ Relevance: The customer evaluates the brand in relationship to other similar brands.

✤ Performance: The customer begins to set expectations and develops a sense of the brand’s real identity.

✤ Advantage: The brand proves it is superior to others and the customer begins to feel an emotional connection with it.

✤ Bonding: The customer forms a bond and becomes loyal.

Marketing Funnel

✤ Awareness: The customer has become aware of the brand, but has no opinion or emotional attachment to it.

✤ Opinion (Interest): The customer evaluates the brand in relationship to other similar brands.

✤ Consideration: The customer begins to set expectations and develops a sense of the brand’s real identity.

✤ Preference (Desire): The brand proves it is superior to others and the customer begins to feel an emotional connection with it.

✤ Purchase (Action): The customer forms a bond and becomes loyal.

Brand Pyramid (brand building blocks)

✤ Tangible Attributes: Features and performance.

✤ Emotional Benefits: Associations and aspirations.

✤ Values: What the brand stands for. What the customer can count on.

✤ Personality: How the brand is expressed.

✤ Brand Essence: The real brand identity.

Brand Pyramid Exercise 1

✤ Brand Pyramid: Refer to the handout. Create a Brand Pyramid (use the building blocks of a brand version) for your Brand Bible. Use the sample provided, or research Brand Pyramids and choose one that resonates with you.

Brand Pyramid Exercise 2

✤ Form into Brand Groups.

✤ Compare and contrast your thinking on the pyramids.

February 2016

Brand BiblesStudent Samples: Kathryn Maloney

Assignment: Brand Book

✤ Finish drafting your Brand Book.

✤ Present your Brand Book in digital form to Terry for preliminary grading sessions next week.