Brand Architecture
Organize your portfolio of brands and products to support your business strategy.
The purpose of a Brand Benefit Ladder is to translate product or service features into relevant psychological benefits for customer. The Brand Benefit Ladder is based on the theory that brands that connect with customers on a more emotional level build stronger equity and loyalty. Completing this framework forces you to view your functional attributes and benefits through the eyes of your target customer. The ladder also ensures that there is alignment and credibility between the functional and emotional benefits of your product or service. Once properly completed, a Brand Benefit Ladder can be used as a tool to create more distinctive and emotionally resonant marketing communications.
Why should our target customers care about our product or service?
Robertson, Graham. “Beloved Brands: The playbook for how to build a brand your customers will love”, 2018.
Organize your portfolio of brands and products to support your business strategy.
This is a project from Kickframe – a digital marketing strategy consulting and training company.