Uncover the core elements of your business branding strategy with the Brand Pyramid
Knowing where to start when trying to develop a brand can be an overwhelming deep dive of research and content consumption. However, developing a brand is the process of unearthing the essence of your business rather than trying to manufacture a marketing strategy. It's about how to authentically convey the solution to the problem your product was conceived to solve.
In this article, we attempt to simplify and offer the practical steps to understanding and developing this branding methodology for yourself.
The purpose of the brand pyramid is to clarify the foundational elements and principles of your business, creating a simple and easy-to-understand framework of what your business is about. This allows for effective and meaningful communication of those values and objectives to your employees and stakeholders.
This can be pivotal in establishing a clear direction for the continual growth of your enterprise, whether it is a personal brand, small business or a large corporation. Knowing your objectives and tending to the groundwork of your brand identity will yield increased focus in your output, effective and meaningful engagement, as well as assure the longevity of the company.
In the video below, Jiffy Iuen of Frank Collective unpacks the brand pyramid exercise with insights from her wealth of experience coaching founders of major brands through the very same process.
You may find there are overlaps and similar themes in the responses, these are important markers for how your team and ultimately your target audience is perceiving your company. Consider how you can best streamline these ideas in a cohesive and specific way as you tackle the brand pyramid exercise.
Using Jiffy Iuen's methodology, we are going to create your brand pyramid together to help define what your brand is, how it interacts with your product, and its role in the market.
As the base level of the pyramid, this is the foundation of your business.
Consider what your product is in its simplest terms. The following questions are a guideline of where to start, tailor them according to your own product or service. The aim is to quantify your answers in the form of one sentence.
This tier focuses on what the problem is that your product is addressing.
The emotional benefits tier of your brand pyramid is where your product starts to become something more than a commodity.
This tier is all about the narrative of how your product is solving a problem, unlike the first two tiers, it becomes important to develop the story behind why and how your product will benefit your audience and make them feel elevated.
This refers to what people see of your brand; the look and feel, tone of voice, and personality it portrays. At this stage, the entire focus of the brand moves beyond being product-focused and becomes personal. Here, you decide how to authentically engage and interact with your customers.
Decide and implement these characteristics when deciding on the tone of voice, diction, color schemes, iconography, the experience you want to foster for your audience, and the quality and style of how the brand is perceived.
The brand promise is the epitome of who you are as a company, the highest goal you have set to strive toward and exemplify. This promise is highly emotive and abstract but based on the authentic truth of what your brand is at its core.
In your brand promise, you are answering the following questions in the form of a statement.
Branding is about the memories and meaning your consumers associate with your brand. It’s about tapping into the human element that connects the product to the customer by communicating why and how it will benefit, provide convenience, or add value to their lives.
To access more tools to develop your own brand identity, check out Create a Memorable & Authentic Brand with Jiffy Iuen on DesignClass.