Pipsqueak Media

Ever wondered what customers think about your brand?

Do they see you as offering value for money? Or do they get a thrill or a surge of excitement when they buy your goods or services?

Creating a strong brand is something that every business, organisation or influencer strives to achieve and maintain. When we think about a brand what often comes to mind are logos. And although this is certainly an essential element, brand is also much more fundamental and integral to business identity and perception.

Why is having a strong brand important?

In the world of business having a strong brand that draws and satisfies customers is vital.

Branding is often the first factor customers consider when deciding between your offering or someone else’s. They’ll be considering how well you perform, where you sit in the market, and whether you can deliver on what are you promising. So, as well as recognition, managing your brand is essential for establishing trust, favourable associations, and top-of-mind awareness.

Were I to ask you what is your favourite brand of chocolate, what would be the first one that comes to mind? Cadbury’s? Dairy Milk? Maltesers, perhaps? Whatever the case may be, you’re thinking out it because you’ve been exposed to the brand’s messaging and over time developed salience.

That is why large corporations spend hundreds of millions every year supporting theirs and ensuring positive mentions in the public domain.

Another upside of taking care of your brand is that your advertising can be more effective, as the two go hand in hand – as does Public Relations. By having your brand established communicating your identity and values is easier. Plus, if you’re looking to employ more staff, a strong brand increases the likelihood of attracting top talent.

How to build a strong brand

This is something that even seasoned business owners frequently ask, but all too often fail to achieve. It takes time and great effort, requiring consistency, synergy, and cohesion across all employed communication channels. One way of discussing how to build a strong brand is by assessing Keller’s brand pyramid model.

Referred to as the customer-based brand equity (CBBE) model, Keller highlights how brand image is established from the consumer’s perspective through meaningful brand encounters and experiences. Whether we’re exposed to advertising or engaging with staff, our interaction at every touchpoint affects our perception and understanding of a brand.

Keller’s brand pyramid is sorted into 4 sections which underpin how the model is used: Identity, Meaning, Response, and Relationships.

Keller’s brand pyramid is sorted into 4 sections which underpin how the model is used: Identity, Meaning, Response, and Relationships.

Brand Identity

Identity is the foundation of how to build a strong brand that connects with consumers. As the section suggests, this is all about pinning down who you are and developing salience. When consumers are exposed to marketing communications or word-of-mouth exchanges, what do they think of your brand? Are they aware you existence? What do they think of your brand? Are their opinions of you correct?

Brand Meaning

The next level of Keller’s model concerns how we perceive brands and assign meaning. When considering the Performance aspect of your brand, think about how well your offering can meet and fulfil the needs of consumers. Who else exists in your market? Can you serve customers just as well or do you aim to surpass them?

To gain clarity, take note of your key performance indicators. Ask yourself:

• What are the Primary characteristics and features of my offering?
• How reliable, durable, and serviceable is my offering?
• How effective, efficient, and empathetic is my offering and my staff?
• What style of design am I using or hoping to achieve?
• What pricing strategy am I using?

Meanwhile, Imagery refers to the social currency of your brand. Social Currency concerns how much influence your brand carries among communities, whether online or offline. So, in the minds of consumers, how does your brand appear? What types of imagery or associations do they attribute to your brand? How do they talk about you?

In the 90s, people and even school children were having the Nike tick shaved into their hair to be perceived as trendy and cool. Some even shaved the Adidas stripes into their eyebrows.

Brand Response

Whether or not we like to admit it, people are constantly either consciously or subconsciously observing and judging. This encapsulates the second level which comprises Judgements and Feelings. So, if someone was to buy your offering, what does that say about them in the eyes of others?

If you were wearing a Rolex watch in public, other people may assume that you’re highly successful and make a lot of money.

Brand Relationships

At the top of Keller’s brand pyramid sit Resonance. This is the pinnacle of what a brand strives to achieve but is also the most difficult aspect as it’s affected by your handling of the prior levels.

Brand Resonance is about how your customers identify with your brand and see themselves as part of it. And the stronger the resonance the more likely they are to become loyal customers and exhibit advocacy behaviours in their community.

To enhance Brand Resonance, you may consider implementing loyalty programs, affiliate marketing, and engaging with customers online (e.g., social media). The aim is to build strong emotional connections where customers wholeheartedly believe and advocate your brand, becoming brand ambassadors.

Need help growing and sustaining your brand?

Building a strong brand that your customers understand and resonate with is an absolute must for any business, organisation, institution, or public personality. And one of the key aspects of supporting your brand is content marketing. So, if you need compelling content that’ll make your target audience fall in love with your brand, give Pipsqueak Media a shout.