The Branding Pyramid

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The Branding Pyramid
By Jeffrey A. Lupisella

One of the many reasons why I love branding and working with our clients is that we get to know a lot of people in a lot of different industries. We spend a lot of time learning intimately about their products and services to help serve them well. And, we enjoy helping them understand what we do as a firm and, more importantly to them, how branding can serve their organizations.
In general, we’re a pretty visual (no pun intended) bunch here at Vizual. But branding isn’t just about the visual experience. It’s also about communicating your message and giving your audience their desired experience to achieve a higher purpose. Many of our clients are very visual as well, so we enjoy spending
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Resonance: One of the ways I describe this level of the pyramid is by relating it to how an athlete feels when s/he is in the zone. When that happens, s/he is totaling focused on results and being in the moment. They are at one with their athletic performance and are totally connected to what they’re doing and the environment in which they’re doing it. A key difference, however, is that brand resonance involves two entities, not just one. It is characterized by incredibly strong connections with a brand, resulting in intense loyalty by a brand’s users and a stronger ability of the brand to resist competitive actions taken by another brand, whether they are financially-based, related to advertising and marketing, etc. In essence, brand resonance is like achieving brand nirvana.
When I think of organizations that have achieved brand resonance with me, Apple comes to mind most. Those of us who use Apple products are generally very happy with them on a variety of levels, including their features, their capabilities, and their style and design. We’re also happy about how the company keeps innovating and how the products and our experiences with them help us to feel empowered and free.
Of course, knowing what you would like to achieve is very different than knowing how to achieve it, so developing a detailed plan to address all aspects of the branding pyramid is critical in order to achieve brand resonance. And, once brand resonance has been achieved,
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