Developing a strong brand will help make your marketing efforts more strategic and productive.
A focused message will allow for more cohesive communications; improved awareness will make the company's brand easier to establish by creating an understanding and acceptance of the company’s features and benefits.

The Witherspoon Brand Pyramid

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.