A brand pyramid is a representational framework that answers fundamental questions about a brand and market positioning. The framework is particularly useful for new brands to enter a market for the first time. It moves from bottom to bottom with these elements – features and attributes, functional benefits, emotional benefits, brand core values, and brand essence.
Brand pyramids help a business clarify its brand essence – or the emotional feeling that consumers come to expect from interacting with a brand.
Developing a brand pyramid should be an internal process. In other words, the business must define the external face of its brand by first looking inwards. Ideally, the brand pyramid should assist in developing a unique selling proposition, brand story, and overall marketing strategy. It can also serve as a standard that businesses can refer to in gauging whether its actions are aligned with its core values.
A brand pyramid can be created by using a triangle divided into five tiers. Marketing teams must start at the base and then move upwards. Features and attributes describe the basic purpose of the product in the market. In other words, what does it do, and how does it do it?
Functional benefits seek to determine the problems that a product or service is attempting to solve. Put differently, functionality describes the reason a consumer uses a product. It also describes their expected outcome after consumption.
Brand essence is the heart and soul of a business and is a culmination of the previous four tiers. It is a reason for existing that guides everything a business does. Importantly, brand essence is felt by customers in the form of positive emotions.
For the brand pyramid, the same rule applies to all positioning models – we should develop it from a consumer point of view, not from the brand management point of view, the difference between the perceived positioning and the expected positioning.
This template will be useful for marketers when preparing a company’s marketing strategy. You can use the slides in the template to describe the main characteristics of your product and represent your company’s brand. This template can also be used by product managers when preparing reports on the benefits of a new company’s product and its relevance to the brand.
University professors can use this template when preparing their course on building a company brand or promoting a new product. Business leaders can use the slides from this template when preparing their company strategy.
Startups can also use this template in preparation for their investor meeting. You can describe in detail what benefits your product has and how you are going to build your company’s brand awareness.
Brand Pyramid is a professional and modern template that contains four stylish and fully editable slides. If necessary, you can change all the elements of the slide in accordance with your corporate requirements. This template will be useful for business leaders, marketers and startups. Brand Pyramid template will be a worthy addition to your collection of professional presentations.