Brand resonance is a form of interaction or connection that a business has with its customers. The customer can readily link their needs to the business’ offerings.
For example, a customer is looking for a place to chat and drink coffee, the first name that comes to a person’s mind is “Starbucks.” Why? Because there is a customer connection that has met the company’s brand resonance.
Someone asks you to recommend a place to eat pasta. So naturally, the first place that comes to your mind is “Olive Garden.” So, you have linked your desire for pasta with this restaurant. As a result, Darden Restaurants has achieved strong brand resonance with the Olive Garden Italian Kitchen campaign.
Brands with high resonance have a large and growing client base, which means they are less vulnerable to their rivals and have the edge over them in terms of sales growth and brand equity.
There are four steps, or six building components included in a brand resonance pyramid, which is as follows:
Brand Salience
Brand salience is the first and most crucial building block of a strong brand resonance pyramid. This block demonstrates the first fundamental step to developing a solid brand resonance. According to this pyramid, you must first establish a solid brand identity. Therefore, an ultimate awareness campaign is presented to prospective customers. Next, marketers need to work on methods to make the brand stick in the minds of prospective customers. They also need to work on ways to advertise or promote the brand in a wide variety of contexts so that customers can readily recall the brand’s depth and breadth.
Brand Performance and Imagery
A company’s brand performance needs to exceed its customers’ expectations. This performance is the most crucial factor in a customer’s perception of a product or service. On the other hand, brand imagery is an intangible tool a business has over its customers. This tool creates an image in customers’ minds to establish psychological links through demographic needs or a client’s personality traits.
A company’s brand image is critical to its success. This success is accomplished through effective advertising and a positive experience with consumers.
Brand Judgement and Feelings
Long-term success in building a relationship with consumers depends on giving favorable brand judgment and feeling.
Companies that want to succeed must focus on four basic ideas of judgment. First, it has to consider the perceived quality of the brand. Second, the credibility of the company. Third, the strength of the company brand over competitors. Finally, how relevant the brand is to the consumer.
Furthermore, the brand feel is a non-statistical data set independent of other people’s feelings or expectations captured from a person’s emotional connection to the product.
The brand feel can be subdivided into six fundamental feelings that a company should strive to return or reciprocate to the greatest extent possible: warmth, fun, excitement, security, sociability, and self-respect.
Brand Resonance
Resonance is the fourth and last building block of the brand resonance pyramid, and it serves as the final piece of the puzzle. Therefore, the final stage is crucial when building a successful brand resonance pyramid.
Resonance is all about increasing the number of repeat purchases by brand customers. In other words, the goal is to give consumers the impression that they no longer need to buy from other businesses. They are now also part of a community because of their connection to the firm’s feelings.
What Now?
Ask yourself what you can do to improve on each tier of the pyramid. First, develop a strong foundation for the brand. It’s essential to start with a solid base.
To be prepared for any eventuality, be flexible and adaptable. According to Keller’s Brand Equity Model, a modest brand may soar to great heights.
Did you enjoy this post? Then, read about tips on how to build a restaurant brand.
