In a previous blog, we talked about building brand equity using Keller’s model, but it doesn’t end there. This week, we will focus on another part of the brand build using the brand Resonance model. A brand is defined as “the idea or image of a specific product or service that consumers connect with by identifying with the name, logo, slogan, or design of the company who owns the idea or image’.
What is Brand Resonance?
Brand resonance is “the relationship that a customer has with your product and how well they can relate with it.” There should be a strong connection between the customer and the brand. Most of us can randomly recall Apple in consumption situations, and I can confidently say that it has reached that level within its industry. Most of us are loyal to the brand and won’t choose another over it. It makes apple less vulnerable in its market because most of us don’t even think about other brands or consider them. In this post, I explain the brand resonance pyramid, which has a series of steps.
The 4 Stages of Brand Resonance
Stage 1: Brand Salience
In the first level of the pyramid, you want to establish a brand identity. You also want the consumer to often and quickly think about your brand. Let’s say you own Apple when someone is thinking of buying a phone or computer; you want them to think of your brand first.
Stage 2: Brand Performance and Imagery
The brand performance stage has to do with the products meeting the customer’s functional needs. As an Apple product consumer, I expect the camera quality to perform at the highest level compared to its competitors. I am loyal to the brand because they meet my expectations. Brand imagery the purpose of the brand imagery is for your brand to connect the right message to the consumer; this will produce strong feelings with your brand imagery. It includes the things that the consumer sees, touches, or smells.
Stage 3: Brand Judgement and Feelings
When we buy or use a product, it’s human nature to evaluate and form opinions about the product. Are we satisfied with the product? Did the product meet our expectations? Is the quality as good as the consumer thought it would be before usage? Is it better than other brands?. It took me a while to switch to Apple products because nothing was better than the Galaxy phones. I finally switched to iPhone “Apple” and realized it was a superior brand; every year for the last five years, I get myself a new iPhone barely glancing at the Samsung Galaxy phones.
Brand feelings relate to how the consumer feels about your brand/product and the emotional attachment with the product. Depending on how your product performs, the consumer will develop feelings around that.
Stage 4: Brand Resonance
There is strong brand loyalty; in my case, Apple is my go-to brand for electronic products. The brand resonates with me, and we connect on a deeper level, this is why I rarely think about its competitors.
Building a brand has never been easy, and it’s getting even more competitive. Most people nowadays know how important it is to create a strong brand and the reward they can get from it. Building a strong brand will take time and patience. You want to create a brand that the consumers can relate to intimately. Building brand resonance can enhance your company’s reputation and credibility.