The first step in a branding program is to define the elements of a successful brand image. To accomplish this task, Witherspoon employs a specific brand definition process called the Brand Pyramid. The pyramid’s levels focus on key drivers of brand perception and consumer motivation:
Brand attributes: The most basic description of your products and services.
Audience: Your primary, secondary and additional consumers, and the interests they take to heart.
Competitive situation: Who you’re up against, whether directly or indirectly.
Benefits: The most compelling, believable alternatives you offer.
Brand personality: The characteristics most appropriate to your product and identity –
and most appealing to your consumers.
Brand promise: Your brand’s higher calling – and the need it completely satisfies for consumers.
See our Brand Pyramid at work. Read our case studies.