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. |
