This is the second post is part of a Finesilver Design + Communications series on pyramid charts that help demystify your company’s marketing strategy. Read the earlier post on building brand awareness here.
This post will focus on how brands can build deeper connections with customers and introduce the brand loyalty pyramid.
The Brand Loyalty Pyramid
This diagram shows how a product or service may appeal to consumers on different levels.
Creating awareness towards a brand is hard work.
At the bottom of the diagram, we have a mass market who will choose a product simply for what it is. Products that can be marketed based on attributes alone have few differences such as a commodity like salt or a service like parcel delivery. When products and services are mostly indistinguishable, customers are most likely to make a purchase based on price.
As we go higher in the pyramid, customers are more specific. They’re also more loyal.
Companies that can get customers to understand the functional benefits of their products — such as improved quality and specific attributes that distinguish it from industry competitors and make customers switch their loyalty.
At the top of this pyramid, we have “emotional and self-expressive benefits” where consumers personally identify with the product or service offered. Here we have brands like Nike which is strongly associated with competitive sports and imbued with a certain type of achievement. These brands further differentiate themselves from competitors based on their packaging, brand image, endorsements, social attributes (such as causes and values), and other factors, even a premium price.
The brand is still based on a quality product, but people also pay attention to the set of values the brand represents.
In the next part of this series, I explain how you can understand the different customer information needs they have at different stages of their relationship with your company.
Also, please feel free to contact us anytime to discuss your marketing and design needs to ensure that you’re effectively communicating your brand message and values to potential clients.