A piece of research by Gartner rated brand strategy as the most in demand strategic skill by marketing leaders. More than analytics, digital commerce or media planning.
Brand strategy starts with setting the right foundations, and setting the right foundations relies on having the right recipe to follow.
The right brand recipe starts with understanding the right brand model for your business. With a plethora of brand models available, grown from different business types and different business needs choosing the right model to use to grow your brand straegically can be tricky and it can be daunting.
As a brand consultant I understand the importance of selecting the most suitable model for each unique client, and one of the first tasks I do when starting a brand project is assess which model is needed, where the biggest gaps are in the brand foundations and the best way to fill gaps and genuinely understand the insights that matter.
In this blog post, I will compare at a high level, four of the top brand models that are commonly used. A Brand DNA wheel, Unilever Brand Key, Keller's Brand Pyramid, and Aaker's Model, this blog provides insights and tips for effective brand strategy development.
1. Brand DNA Wheel:
The Brand DNA Wheel, also known as the Brand Essence Wheel, is a simple model that focuses on defining the core essence of a brand and setting out 4 areas of a brand:
This model is particularly useful for companies that know who they are but are not communicating themselves effectively. This could be a start up who have a clear vision but can not articulate themselves or a large corporate that are merging tow businesses and need to redefine how they stand out in the market and that are looking to redefine their brand identity and to focus on proposition development, purpose and key insights - this model specifically helps a brand to establish its message and difference in a market and tap into creatively communicating itself - it is often a model that is used to drive creative.
Tip: Conduct thorough research to uncover insights about your target audience and market landscape - start from this point and build your DNA wheel from customer understanding and use these insights to inform the development of your brand's core essence.
2. Unilever Brand Key:
The Unilever model was developed by consumer goods giant Unilever, the Brand Key model emphasises the foundations of a business and the relationship between functional and emotional benefits of a brand. It identifies four key elements:
This model is valuable for consumer-centric brands, and portfolio brand that need to leverage a larger brand family, seeking to build meaningful connections with their audience. The Brand Key Model is a popular positioning model for entrepreneurs that need to set out a simple link between the product details and the positioning of products in the mind of the customers, this is especially so because every steps of developing the brand key is very clearly described, and the model guides the user through the process of branding, which is often experienced as complex. For example, an entrepreneur may know that his product or service is good, but translating this into words on paper is difficult.
Tip: Invest in consumer research to gain a deep understanding of your audience's needs, desires, and pain points. Align your brand's character and values with these insights to create authentic connections.
3. Keller's Brand Pyramid:
Keller's Brand Pyramid, also known as the Customer-Based Brand Equity (CBBE) model, it is customer centric model that is built by asking questions around Who and What, it illustrates the journey that consumers take in building relationships with brands. It consists of four levels: brand identity, brand meaning, brand response, and brand resonance. This model is beneficial for brands looking to cultivate strong emotional connections and loyalty among their customers.
Tip: Focus on building a strong brand identity that resonates with your target audience. Invest in consistent messaging, imagery, and experiences to reinforce your brand's meaning and drive consumer response.
4. Aaker's Model:
Aaker's Model emphasises the importance of brand assets both physical and emotional in creating a clear brand position and thus competitive advantage. It identifies five dimensions: brand loyalty, brand awareness, perceived quality, brand associations, and other proprietary assets. This model is valuable as it creates a very detailed blueprint and offers a set of criteria to activate the brand against, it builds a clear plan across multiple dimensions - it is especially helpful for brands that are seeking to differentiate themselves in crowded markets.
Tip: Invest in building and nurturing your brand assets over time. Leverage strategic partnerships, endorsements, and sponsorships to enhance brand awareness and associations.
Ultimately, choosing a brand model is just the beginning. To truly leverage your brand, it's crucial to evaluate each model carefully to identify any gaps in your business and align them with your brand objectives. Selecting the right brand model is key to formulating an effective brand strategy. Whether you're a new business striving to define your brand identity or a well-established company looking to enhance customer engagement, there's a suitable model to assist you in your journey. By comprehensively understanding each model and applying proven methodologies, you can develop a compelling brand strategy that connects with your target audience and drives sustainable growth.
If you are looking to better understand your brand and develop your brand as a force for business growth please get in touch today, we offer a range of services from trininng to workshops and rebrands. Sally.chuku@thinkcollectiv.co.uk
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