Brand Awareness Pyramid
- Define your brand in a structured way from the perspective of (potential) customers
- Emphasize the development from the existing to the desired brand perception
- Practical tool especially for strategic communication
- Free download (also possible without registration)
The brand as sender
When companies and other organizations communicate strategically, it is important to define a suitable sender in order to reach target groups optimally.
Brand awareness – the perception of the brand by the recipients of communication – plays a key role here.
With the Brand Awareness Pyramid, you can develop and hierarchize various aspects of your brand perception in a structured way and make them usable for communication. And all of this consistently from the perspective of the target groups.
The Brand Awareness Pyramid
Define your sendership on the basis of eight questions and eight aspects:
Visibility (first level)
- Through what are we perceived?
- When are we perceived?
- Where are we perceived?
- By whom are we perceived?
Differentiability (second level)
- How are we perceived?
- How do we distinguish ourselves from others?
Uniqueness (third level)
- What makes us distinctive?
- What makes us inimitable?
Relevant aspects
- Products and services
- Promise of quality
- Satisfaction of needs
- Emotions
- Social connections
- Values
- Promise of a better life
What do we need to get to the next level?
The most important questions and answers about the tool
The tool within the Communication Canvas
A good definition of the sender or sender group is part of every communication strategy. After all, not every target group can be reached (equally well) by the same people or organizational units.
When working with the Communication Canvas, the Brand Awareness Pyramid is a tool that helps to define your own organization or brand(s) as the sender.
Download the Brand Awareness Pyramid
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As a thank you, I’ll give you the Brand Awareness Pyramid as a practical canvas. You can download it as a printable PDF in A2 format after you sign up!
