Having a strong brand is essential to every business. Not only does a brand help a company have a unique identity that makes it stand apart from its competitors, but it can also create a distinct connection with its customers. We previously talked about the three steps to build a successful brand strategy, which is a must-read if you have not done so. This week, however, we will be looking at a more customer-focused approach to brand building. The Brand Resonance Model takes a much closer look at the connection between the brand and the customer, with each stage building upon the last, ultimately leading to brand resonance.
The Four Steps of Brand Building:
Building a brand that can create a powerful connection with the customer, leading to loyalty and continued purchases takes into account several steps. The reason why this model is so effective is that it emphasizes the importance of the previous steps in order to reach the last. As mentioned before, each step builds upon the previous, and cannot exist without it. This is why the Brand Resonance Model takes the shape of a pyramid.
By taking a closer look at each step we can begin to understand how the model works:
Brand Salience: This is the lowest section of the pyramid in which we establish a connection with the customer through the most simple way. The customer knows our brand exists and what needs of theirs it can satisfy.
Performance & Imagery: In this next step we begin to develop an identity through primary and secondary features regarding our product or service, its price, and its design. In this step we begin tailoring our brand towards a specific target audience as we move up the pyramid.
Judgement & Feelings: This step closely related with what emotions and feelings our brand conveys. Not only are people judging our brand based on the quality of our products or our credibility as a company, but also there are certain feelings that are generated when they think of our brand. You can probably think of certain brands that convey a serious tone vs. a laid back one.
Brand Resonance: This final step of the pyramid is the ultimate goal for the brand, where we have achieved customer loyalty and engagement with your company. Our customers know exactly what the brand stands for and what they can expect from it.
Now that you are more familiar with the Brand Resonance Model, you can begin to apply it yourself. You can use this template to analyze the connection between your customers and the company, taking a closer look at each step within the model, adjusting your strategies at a certain point if necessary. By taking a customer-focused approach, you are more likely to have a deeper understanding of your clients’ wants and needs, ultimately leading to a stronger brand and a more successful business!