Tool details
Brand Pyramid
A tool that helps you to identify where customers are on their journey to loyalty.
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When to use
You have a product & want to build a brand.
Why you should
Increase people’s loyalty to your brand, product, or organisation.
What you get
Insights to define a marketing strategy.
Steps to take
Draw the brand pyramid with the levels.
Divide your customers into the different levels (listed in Further reading section).
Further reading
The different levels are:
Presence
Who is aware of your brand? — This is the foundation you need to define for your pricing model and the 4P. Customers are aware of your brand but don‘t have any emotional attachment to it.
Relevance
Who starts to think of your brand? —Show that your brand is better and offer informative material that allows customers to compare your brand.
Performance
Who associates an identity with it? — Communicate the benefits and added value of features rather than features themselves.
Advantage
Who sees an advantage in the brand? — Customers associate emotions with brands – enhance them and communicate the perceived advantages.
Bonding
Customers attached to your brand — The brand is part of the customer’s self-image. They exclude others and become a vocal advocate of the brand. Build a culture around it and provide rewards, host events, etc.