Brand Pyramid: Why is it needed?

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A brand consists of quite a few elements. And since marketing tends to structure all processes, the brand pyramid is a good example of such structuring. It shows the essence of the brand, from the foundation to the top, as if on the palm of your hand.

If you haven't yet formed your brand pyramid, contact Fractus.

Brand Pyramid: The Essence
Visualization of brand information, for which the pyramid shape turned out to be the most suitable, received this name. The model organizes key values. It shows the place and importance of each component, the relationship between the elements. The structure is simple, logical, and understandable.

The brand pyramid is a material for internal use, not anguilla email list 7582 contact leads intended for consumers, but their opinion and vision are a mandatory component of some levels.

Brand Pyramid: The Essence

The Value of the Pyramid Model
It seems like a diagram is just another picture that will gather dust in a folder on a shelf or get lost in the depths of a hard drive. In fact, the brand value pyramid is significant.

The value of the image is not only in the convenient visual layout of the components. Model:

defines the foundations of the brand;
sets a single vector of movement in the company, unites employees with one goal;
identifies differences from other brands;
is a useful tool for developing marketing and communication strategies.
Architectonics of the model
The pyramid is built – as it should be – from the base to the top. It consists of five parts, these are the levels of the brand pyramid:

Features and attributes . The first level, the foundation of the structure. Shows what the product is for, how it solves the problems of the target audience, how it is beneficial to the consumer, what is the specific advantage that competitors do not have. A unique selling proposition has been formed .
Functional benefits . This level includes tangible, rational aspects. Explains the reason why the consumer uses the product. Identifies the real problem the customer is having that the product solves. And shows the results obtained after using the product. Examples include saving time, increasing productivity, making work easier, etc.
Emotional benefits . In addition to functionality, the consumer is looking for positive emotions, which he will feel when using the product. The emotional connection of the client with the brand is important - it ensures loyalty. Joy, happiness, peace - typical positive emotions that every brand strives to evoke.
Image (positioning) . A kind of "I" - "personality" of the brand. Description of the image, values, ways to strengthen the values. To some extent, humanization of the brand's qualities occurs, for example, care, sincerity, purposefulness.
Idea (essence) . The main value is the consumer's thoughts and associations about the brand. A capacious message, contained in a couple of words, similar to a slogan , but not it: a slogan for the consumer, the essence for the company. Here is a brand pyramid, an example of which is Nike. The slogan is Just Do It. But here is the idea that occupies the very top level of the model - Authentic Athlete Performance.
Architectonics of the model

Who to contact? Fractus!
The work of creating a brand pyramid is painstaking. It can be entrusted to the Fractus company. We are not afraid of difficulties, we have a staff of specialists, equipment and programs. What do we do when we receive a task? We start by communicating with the customer, finding out his vision of the situation. Then comes an audit, which helps to build a strategy. Then we conduct an analysis of the trademark. We structure the collected data, and present the finished result in the form of a presentation.

Contact us! Let's create your brand pyramid together!

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