A tool that helps to identify where customers are on their journey to loyalty.
1. Draw the brand pyramid with the levels. (see front) The levels are from the bottom up: presence, relevance, performance, advantage, bonding.
2. Divide your customers into the different levels
I. 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.
II. 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.
III. Performance – who associates an identity with it?
Communicate the benefits and added value of features rather than features themselves.
IV. Advantage – who sees an advantage in the brand?
Customers associate emotions with brands – enhance them and communicate the perceived advantages.
V. 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.
You have a product & want to build a brand.
Increase people’s loyalty to your brand, product, or organization.
Know your customer segments.
Insights to define a marketing strategy.
Define marketing strategy.