What is a Brand Pyramid?

What is a Brand Pyramid?

A tool that provides the basic foundation of a company’s values to develop consistent brand messaging.

A brand pyramid consists of 5 tiers:

  1. (top) Brand idea
  2. Brand persona
  3. Emotional benefits
  4. Functional benefits
  5. (bottom) Features and attributes

These answers to these questions provide clues for creating a successful brand strategy.