What are the most popular brand strategy models for marketing operations?

1 The Brand Pyramid

The brand pyramid is a classic model that helps you structure your brand strategy from the bottom up. It consists of five levels: attributes, benefits, values, personality, and essence. Attributes are the tangible features and characteristics of your product or service. Benefits are the functional and emotional outcomes that your customers get from using your product or service. Values are the core beliefs and principles that guide your brand behavior and culture. Personality is the human-like traits and tone of voice that express your brand identity. Essence is the single word or phrase that captures the soul and meaning of your brand. The brand pyramid helps you define and communicate your brand proposition clearly and consistently.

2 The Brand Key

The brand key is a simplified version of the brand pyramid that focuses on four elements: target, competitive frame, benefit, and reason to believe. Target is the specific segment of customers that you want to reach and serve. Competitive frame is the category or industry that you operate in and the alternatives that your customers have. Benefit is the unique value proposition that sets you apart from your competitors and satisfies your customers' needs and wants. Reason to believe is the evidence or proof that supports your benefit claim and builds trust and credibility. The brand key helps you craft and deliver your brand message effectively and efficiently.

3 The Brand Onion

The brand onion is another variation of the brand pyramid that uses six layers: core, values, personality, attributes, benefits, and associations. Core is the central idea or purpose that drives your brand and inspires your customers. Values are the moral standards and ethical codes that your brand adheres to and expects from your customers. Personality is the distinctive style and tone that your brand adopts and conveys. Attributes are the specific features and qualities that your product or service offers. Benefits are the rational and emotional rewards that your customers receive from using your product or service. Associations are the images, symbols, and emotions that your customers connect with your brand. The brand onion helps you create and maintain a strong and coherent brand identity and image.

4 The Brand Canvas

The brand canvas is a modern and visual model that helps you design and test your brand strategy using nine building blocks: vision, mission, values, target, promise, story, voice, identity, and touchpoints. Vision is the long-term aspiration and direction of your brand. Mission is the short-term goal and action of your brand. Values are the fundamental beliefs and behaviors that your brand embodies and promotes. Target is the ideal customer profile and segment that your brand serves and attracts. Promise is the main benefit and value proposition that your brand delivers and communicates. Story is the narrative and context that your brand uses to engage and persuade your customers. Voice is the tone and language that your brand uses to express and interact. Identity is the visual and verbal elements that your brand uses to represent and differentiate. Touchpoints are the channels and platforms that your brand uses to reach and connect with your customers. The brand canvas helps you visualize and validate your brand strategy using a simple and flexible tool.

5 The Brand Archetypes

The brand archetypes are a psychological model that helps you define and communicate your brand personality using 12 universal characters: the innocent, the explorer, the sage, the hero, the outlaw, the magician, the lover, the jester, the caregiver, the ruler, the creator, and the regular. Each archetype has a distinct set of traits, motivations, goals, and values that resonate with your customers on an emotional and subconscious level. By choosing an archetype that matches your brand essence and mission, you can create a memorable and meaningful brand identity and story that appeals to your customers' desires and aspirations. The brand archetypes help you humanize and personalize your brand strategy using a proven and powerful framework.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?