[{"data":1,"prerenderedAt":75},["ShallowReactive",2],{"i-material-symbols:language":3,"i-material-symbols:person":8,"i-mdi:instagram":10,"i-mdi:youtube":12,"i-ri:linkedin-fill":14,"i-ri:twitter-x-line":16,"i-ri:facebook-fill":18,"post-brand-resonance-model":20,"i-material-symbols:person-outline":69,"i-material-symbols:calendar-month":71,"i-mdi:schedule":73},{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":7},0,24,false,"\u003Cpath fill=\"currentColor\" d=\"M8.125 21.213q-1.825-.788-3.187-2.15t-2.15-3.188T2 11.988t.788-3.875t2.15-3.175t3.187-2.15T12.013 2t3.875.788t3.175 2.15t2.15 3.175t.787 3.875t-.787 3.887t-2.15 3.188t-3.175 2.15t-3.875.787t-3.888-.787M12 19.95q.65-.9 1.125-1.875T13.9 16h-3.8q.3 1.1.775 2.075T12 19.95m-2.6-.4q-.45-.825-.787-1.713T8.05 16H5.1q.725 1.25 1.813 2.175T9.4 19.55m5.2 0q1.4-.45 2.488-1.375T18.9 16h-2.95q-.225.95-.562 1.838T14.6 19.55M4.25 14h3.4q-.075-.5-.112-.987T7.5 12t.038-1.012T7.65 10h-3.4q-.125.5-.187.988T4 12t.063 1.013t.187.987m5.4 0h4.7q.075-.5.113-.987T14.5 12t-.038-1.012T14.35 10h-4.7q-.075.5-.112.988T9.5 12t.038 1.013t.112.987m6.7 0h3.4q.125-.5.188-.987T20 12t-.062-1.012T19.75 10h-3.4q.075.5.113.988T16.5 12t-.038 1.013t-.112.987m-.4-6h2.95q-.725-1.25-1.812-2.175T14.6 4.45q.45.825.788 1.713T15.95 8M10.1 8h3.8q-.3-1.1-.775-2.075T12 4.05q-.65.9-1.125 1.875T10.1 8m-5 0h2.95q.225-.95.563-1.838T9.4 4.45Q8 4.9 6.912 5.825T5.1 8\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":9},"\u003Cpath fill=\"currentColor\" d=\"M9.175 10.825Q8 9.65 8 8t1.175-2.825T12 4t2.825 1.175T16 8t-1.175 2.825T12 12t-2.825-1.175M4 20v-2.8q0-.85.438-1.562T5.6 14.55q1.55-.775 3.15-1.162T12 13t3.25.388t3.15 1.162q.725.375 1.163 1.088T20 17.2V20z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":11},"\u003Cpath fill=\"currentColor\" d=\"M7.8 2h8.4C19.4 2 22 4.6 22 7.8v8.4a5.8 5.8 0 0 1-5.8 5.8H7.8C4.6 22 2 19.4 2 16.2V7.8A5.8 5.8 0 0 1 7.8 2m-.2 2A3.6 3.6 0 0 0 4 7.6v8.8C4 18.39 5.61 20 7.6 20h8.8a3.6 3.6 0 0 0 3.6-3.6V7.6C20 5.61 18.39 4 16.4 4zm9.65 1.5a1.25 1.25 0 0 1 1.25 1.25A1.25 1.25 0 0 1 17.25 8A1.25 1.25 0 0 1 16 6.75a1.25 1.25 0 0 1 1.25-1.25M12 7a5 5 0 0 1 5 5a5 5 0 0 1-5 5a5 5 0 0 1-5-5a5 5 0 0 1 5-5m0 2a3 3 0 0 0-3 3a3 3 0 0 0 3 3a3 3 0 0 0 3-3a3 3 0 0 0-3-3\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":13},"\u003Cpath fill=\"currentColor\" d=\"m10 15l5.19-3L10 9zm11.56-7.83c.13.47.22 1.1.28 1.9c.07.8.1 1.49.1 2.09L22 12c0 2.19-.16 3.8-.44 4.83c-.25.9-.83 1.48-1.73 1.73c-.47.13-1.33.22-2.65.28c-1.3.07-2.49.1-3.59.1L12 19c-4.19 0-6.8-.16-7.83-.44c-.9-.25-1.48-.83-1.73-1.73c-.13-.47-.22-1.1-.28-1.9c-.07-.8-.1-1.49-.1-2.09L2 12c0-2.19.16-3.8.44-4.83c.25-.9.83-1.48 1.73-1.73c.47-.13 1.33-.22 2.65-.28c1.3-.07 2.49-.1 3.59-.1L12 5c4.19 0 6.8.16 7.83.44c.9.25 1.48.83 1.73 1.73\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":15},"\u003Cpath fill=\"currentColor\" d=\"M6.94 5a2 2 0 1 1-4-.002a2 2 0 0 1 4 .002M7 8.48H3V21h4zm6.32 0H9.34V21h3.94v-6.57c0-3.66 4.77-4 4.77 0V21H22v-7.93c0-6.17-7.06-5.94-8.72-2.91z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":17},"\u003Cpath fill=\"currentColor\" d=\"M10.488 14.651L15.25 21h7l-7.858-10.478L20.93 3h-2.65l-5.117 5.886L8.75 3h-7l7.51 10.015L2.32 21h2.65zM16.25 19L5.75 5h2l10.5 14z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":19},"\u003Cpath fill=\"currentColor\" d=\"M14 13.5h2.5l1-4H14v-2c0-1.03 0-2 2-2h1.5V2.14c-.326-.043-1.557-.14-2.857-.14C11.928 2 10 3.657 10 6.7v2.8H7v4h3V22h4z\"\u002F>",{"postType":21,"id":22,"author":23,"date":26,"modified":27,"title":28,"slug":29,"seoTitle":30,"seoDescription":31,"excerpt":32,"trimmedExcerpt":33,"content":34,"readingTime":35,"featuredImage":36,"postCategory":42,"relatedPosts":47},"post",20477,{"id":24,"name":25},"author-0301142015","Canto","2020-08-19T07:48:11","2026-06-25T18:37:49","Brand resonance: How to build lasting customer connections with the Brand Resonance Model","brand-resonance-model","Mastering the Brand Resonance Model for Effective Marketing Strategies","Learn how to leverage the Brand Resonance Model to create impactful marketing strategies that foster customer loyalty and emotional connections. Read more!","What is brand resonance? Brand resonance is the depth of psychological and emotional connection a customer develops with a brand, representing the highest level of loyalty, attachment, and active engagement. It is the measurable outcome of a brand successfully building identity, meaning, and credibility through consistent experience over time. Brands that achieve resonance are not […]","What is brand resonance? Brand resonance is the depth of psychological and emotional connection a customer develops with a brand,...","\u003Ch2 class=\"wp-block-heading\" id=\"toc-1--what-is-brand-resonance\">What is brand resonance?\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">Brand resonance is the depth of psychological and emotional connection a customer develops with a brand, representing the highest level of loyalty, attachment, and active engagement. It is the measurable outcome of a brand successfully building identity, meaning, and credibility through consistent experience over time. Brands that achieve resonance are not just recognized; they are trusted, preferred, and advocated for.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Brand resonance does not happen by accident. It is built through \u003Ca href=\"\u002Fglossary\u002Fbrand-management\u002F\">brand management\u003C\u002Fa>, the continuous practice of shaping how audiences perceive, experience, and trust your brand, including the management of logos, imagery, colors, voice, messaging, and differentiation.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-2--what-is-the-purpose-of-a-brand-resonance-model\">What is the purpose of a brand resonance model?\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">\u003Cem>It has been said that 80% of what people learn is visual.\u003C\u002Fem>” – Allen Klein.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">A brand resonance model details each necessary branding step required in order to reach resonance.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">It offers a way for branding planning to take an illustrative effect, giving visual directions to reach important goals.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1200\" height=\"708\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F02\u002F19190955\u002Fbrand-resonance-model-12.jpg\" alt=\"The complete brand resonance pyramid.\" class=\"wp-image-47892\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F02\u002F19190955\u002Fbrand-resonance-model-12.jpg 1200w, \u002Fcdn\u002Fen\u002F2020\u002F02\u002F19190955\u002Fbrand-resonance-model-12-450x266.jpg 450w, \u002Fcdn\u002Fen\u002F2020\u002F02\u002F19190955\u002Fbrand-resonance-model-12-1024x604.jpg 1024w, \u002Fcdn\u002Fen\u002F2020\u002F02\u002F19190955\u002Fbrand-resonance-model-12-768x453.jpg 768w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">Unlike a linear model, which might suit other goals, a pyramid is best for brand resonance, as the quest isn’t linear and involves steps that involve different development procedures.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">By having a visual structure, a brand can aim to achieve different branding objectives for their own unique products and services. I will provide a detailed example a bit later, but first I’ll break down each quadrant of the resonance pyramid.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-3--the-brand-resonance-model-explained-in-detail\">The brand resonance model explained in detail\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">Understanding a brand resonance model is simple. In fact, you probably already know a lot about some of the steps.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Brand building within the framework of the Brand Resonance Model is crucial as it highlights the sequential steps essential for creating strong emotional connections with consumers.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">There are four levels and six quadrants. The four levels essentially define a brand using these questions (from bottom – 1st rung of pyramid – to top):\u003C\u002Fp>\u003Col class=\"wp-block-list\">\u003Cli>\u003Cstrong>Who are you? (Identity)\u003C\u002Fstrong>\u003C\u002Fli>\u003Cli>\u003Cstrong>What are you? (Meaning)\u003C\u002Fstrong>\u003C\u002Fli>\u003Cli>\u003Cstrong>What about you? (Response)\u003C\u002Fstrong>\u003C\u002Fli>\u003Cli>\u003Cstrong>What about you and me? (Relationships)\u003C\u002Fstrong>\u003C\u002Fli>\u003C\u002Fol>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1200\" height=\"708\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F02\u002F19190955\u002Fbrand-resonance-model-11.jpg\" alt=\"Half of the brand resonance model.\" class=\"wp-image-47889\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F02\u002F19190955\u002Fbrand-resonance-model-11.jpg 1200w, \u002Fcdn\u002Fen\u002F2020\u002F02\u002F19190955\u002Fbrand-resonance-model-11-450x266.jpg 450w, \u002Fcdn\u002Fen\u002F2020\u002F02\u002F19190955\u002Fbrand-resonance-model-11-1024x604.jpg 1024w, \u002Fcdn\u002Fen\u002F2020\u002F02\u002F19190955\u002Fbrand-resonance-model-11-768x453.jpg 768w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">These questions work brands through each stage of development. Tied to these stages is an objective aimed to help complete the task at hand. They are as follows:\u003C\u002Fp>\u003Col class=\"wp-block-list\">\u003Cli>\u003Cstrong>Brand awareness\u003C\u002Fstrong>\u003C\u002Fli>\u003Cli>\u003Cstrong>Differentiation\u003C\u002Fstrong>\u003C\u002Fli>\u003Cli>\u003Cstrong>Emotional reactions\u003C\u002Fstrong>\u003C\u002Fli>\u003Cli>\u003Cstrong>Loyalty\u003C\u002Fstrong>\u003C\u002Fli>\u003C\u002Fol>\u003Cp class=\"wp-block-paragraph\">Let’s get started.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">There’s no reason to overcomplicate the process – simply move from the bottom of the illustration to the top.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1200\" height=\"708\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F02\u002F19190956\u002Fbrand-resonance-model-10.jpg\" alt=\"A completed brand resonance pyramid.\" class=\"wp-image-47887\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F02\u002F19190956\u002Fbrand-resonance-model-10.jpg 1200w, \u002Fcdn\u002Fen\u002F2020\u002F02\u002F19190956\u002Fbrand-resonance-model-10-450x266.jpg 450w, \u002Fcdn\u002Fen\u002F2020\u002F02\u002F19190956\u002Fbrand-resonance-model-10-1024x604.jpg 1024w, \u002Fcdn\u002Fen\u002F2020\u002F02\u002F19190956\u002Fbrand-resonance-model-10-768x453.jpg 768w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">As we mentioned before, the model isn’t linear. However, there is some semblance of order that needs to be followed, beginning with the bottom level, ‘salience’ (noticeable, clear, identifiable).\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Salience\u003C\u002Fh3>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1200\" height=\"708\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F02\u002F19190959\u002Fbrand-resonance-model-3.jpg\" alt=\"The salience rung of a brand pyramid.\" class=\"wp-image-47870\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F02\u002F19190959\u002Fbrand-resonance-model-3.jpg 1200w, \u002Fcdn\u002Fen\u002F2020\u002F02\u002F19190959\u002Fbrand-resonance-model-3-450x266.jpg 450w, \u002Fcdn\u002Fen\u002F2020\u002F02\u002F19190959\u002Fbrand-resonance-model-3-1024x604.jpg 1024w, \u002Fcdn\u002Fen\u002F2020\u002F02\u002F19190959\u002Fbrand-resonance-model-3-768x453.jpg 768w\" \u002F>\u003C\u002Ffigure>\u003Ch4 class=\"wp-block-heading\">What is it?\u003C\u002Fh4>\u003Cp class=\"wp-block-paragraph\">As you can see above, ‘salience’ fills up the bottom rung of the pyramid. Salience is simply referring to how transparent a brand is to a customer.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Brand salience deals with how knowledgeable a customer is about a branded product or service.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Similarly, each time a customer decides to make a purchase from a brand, salience is how clearly they can recall different factors such as values, which is crucial for building strong brand equity.\u003C\u002Fp>\u003Ch4 class=\"wp-block-heading\">How to achieve it\u003C\u002Fh4>\u003Cp class=\"wp-block-paragraph\">The main thing to consider when fulfilling this stage of the resonance pyramid is \u003Ca href=\"\u002Fblog\u002Fbrand-awareness\" rel=\"noopener noreferrer\">\u003Cstrong>brand awareness\u003C\u002Fstrong>\u003C\u002Fa>.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"480\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F02\u002F19190954\u002Fbrand-resonance-model-13.jpg\" alt=\"Cardboard that reads 'brand awareness'.\" class=\"wp-image-47899\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F02\u002F19190954\u002Fbrand-resonance-model-13.jpg 800w, \u002Fcdn\u002Fen\u002F2020\u002F02\u002F19190954\u002Fbrand-resonance-model-13-450x270.jpg 450w, \u002Fcdn\u002Fen\u002F2020\u002F02\u002F19190954\u002Fbrand-resonance-model-13-768x461.jpg 768w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">If you recall, this is the ‘who are you?’ stage of the model, and nothing answers that question better than strong brand awareness.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Brand awareness is, basically, how well a customer is able to identify particular traits of a specific brand, such as their unique qualities.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">To increase your brand awareness, and thus answer the ‘who are you’ salience stage of the resonance model:\u003C\u002Fp>\u003Cul class=\"wp-block-list\">\u003Cli>Define your brand in detail\u003C\u002Fli>\u003Cli>Maintain steady focus on content\u003C\u002Fli>\u003Cli>Get creative with communication\u003C\u002Fli>\u003C\u002Ful>\u003Cp class=\"wp-block-paragraph\">The more you build brand awareness, the better you’ll answer the ‘who are you?’ question, which ultimately is the key to reaching salience.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Performance\u003C\u002Fh3>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1200\" height=\"708\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F02\u002F19190958\u002Fbrand-resonance-model-4.jpg\" alt=\"The performance rung of a brand pyramid.\" class=\"wp-image-47872\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F02\u002F19190958\u002Fbrand-resonance-model-4.jpg 1200w, \u002Fcdn\u002Fen\u002F2020\u002F02\u002F19190958\u002Fbrand-resonance-model-4-450x266.jpg 450w, \u002Fcdn\u002Fen\u002F2020\u002F02\u002F19190958\u002Fbrand-resonance-model-4-1024x604.jpg 1024w, \u002Fcdn\u002Fen\u002F2020\u002F02\u002F19190958\u002Fbrand-resonance-model-4-768x453.jpg 768w\" \u002F>\u003C\u002Ffigure>\u003Ch4 class=\"wp-block-heading\">What is it?\u003C\u002Fh4>\u003Cp class=\"wp-block-paragraph\">The ‘performance’ section is one of the two quadrants on the second rung of the pyramid. On a foundational level, performance in this case refers to how well a brand meets customer needs.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">It is a measurement of efficiency, involving the products or services and how well they are helping customers overcome problems.\u003C\u002Fp>\u003Ch4 class=\"wp-block-heading\">How to achieve it\u003C\u002Fh4>\u003Cp class=\"wp-block-paragraph\">The ‘performance’ quadrant is on the second rung of the pyramid, which means it is in the ‘what are you?’ stage of the model.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"436\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F02\u002F19190954\u002Fbrand-resonance-model-14.jpg\" alt=\"A group of workers reading a graph.\" class=\"wp-image-47902\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F02\u002F19190954\u002Fbrand-resonance-model-14.jpg 800w, \u002Fcdn\u002Fen\u002F2020\u002F02\u002F19190954\u002Fbrand-resonance-model-14-450x245.jpg 450w, \u002Fcdn\u002Fen\u002F2020\u002F02\u002F19190954\u002Fbrand-resonance-model-14-768x419.jpg 768w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">Focus on performance when possible.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">One of the most powerful ways to measure performance and efficiency is through differentiation, which gives us a reference point between a brand and its competitors.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">In order to meet the objectives of the ‘performance’ stage, build \u003Ca href=\"\u002Fblog\u002Fbrand-differentiation\" rel=\"noopener noreferrer\">\u003Cstrong>brand differentiation\u003C\u002Fstrong>\u003C\u002Fa> by doing the following:\u003C\u002Fp>\u003Cul class=\"wp-block-list\">\u003Cli>Creating memorable experiences\u003C\u002Fli>\u003Cli>Displaying positive brand values\u003C\u002Fli>\u003Cli>Telling important brand stories\u003C\u002Fli>\u003Cli>Building brand personas\u003C\u002Fli>\u003C\u002Ful>\u003Cp class=\"wp-block-paragraph\">Creating differentiation helps answer the ‘what are you?’ stage, but remember that performance is only one of the quadrants of this stage. The other is imagery.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Imagery\u003C\u002Fh3>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1200\" height=\"708\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F02\u002F19190958\u002Fbrand-resonance-model-5.jpg\" alt=\"The imagery rung of the brand pyramid.\" class=\"wp-image-47875\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F02\u002F19190958\u002Fbrand-resonance-model-5.jpg 1200w, \u002Fcdn\u002Fen\u002F2020\u002F02\u002F19190958\u002Fbrand-resonance-model-5-450x266.jpg 450w, \u002Fcdn\u002Fen\u002F2020\u002F02\u002F19190958\u002Fbrand-resonance-model-5-1024x604.jpg 1024w, \u002Fcdn\u002Fen\u002F2020\u002F02\u002F19190958\u002Fbrand-resonance-model-5-768x453.jpg 768w\" \u002F>\u003C\u002Ffigure>\u003Ch4 class=\"wp-block-heading\">What is it?\u003C\u002Fh4>\u003Cp class=\"wp-block-paragraph\">Brand imagery is on the second rung of the pyramid, sharing this rung with ‘performance’ and part of the ‘what are you?’ stage.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Imagery, in this model, refers to how the customer perceives a brand.\u003C\u002Fp>\u003Ch4 class=\"wp-block-heading\">How to achieve it\u003C\u002Fh4>\u003Cp class=\"wp-block-paragraph\">Don’t confuse imagery with things like logos and fonts, though these may be a part of it. Instead, consider imagery to be more about customer perception and \u003Ca href=\"\u002Fblog\u002Fbrand-image\" rel=\"noopener noreferrer\">\u003Cstrong>brand image\u003C\u002Fstrong>\u003C\u002Fa>.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Brand image deals with the types of feelings a customer has about a brand. In order to create a positive brand image, you’ll need to do the following:\u003C\u002Fp>\u003Cul class=\"wp-block-list\">\u003Cli>Learn more about your audience\u003C\u002Fli>\u003Cli>Use fitting visual elements\u003C\u002Fli>\u003Cli>Measure your personas to see if they relay the right message\u003C\u002Fli>\u003C\u002Ful>\u003Cp class=\"wp-block-paragraph\">With a strong brand image, you’ll move on to the next stage, ‘judgments’.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Judgments\u003C\u002Fh3>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1200\" height=\"708\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F02\u002F19190957\u002Fbrand-resonance-model-6.jpg\" alt=\"The judgments rung of the brand pyramid.\" class=\"wp-image-47877\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F02\u002F19190957\u002Fbrand-resonance-model-6.jpg 1200w, \u002Fcdn\u002Fen\u002F2020\u002F02\u002F19190957\u002Fbrand-resonance-model-6-450x266.jpg 450w, \u002Fcdn\u002Fen\u002F2020\u002F02\u002F19190957\u002Fbrand-resonance-model-6-1024x604.jpg 1024w, \u002Fcdn\u002Fen\u002F2020\u002F02\u002F19190957\u002Fbrand-resonance-model-6-768x453.jpg 768w\" \u002F>\u003C\u002Ffigure>\u003Ch4 class=\"wp-block-heading\">What is it?\u003C\u002Fh4>\u003Cp class=\"wp-block-paragraph\">‘Judgments’ is on the third rung of the resonance pyramid, which is split between two different quadrants (the other being ‘feelings’).\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Judgments in this respect refers to a group of thoughts and decisions a customer makes concerning a brand’s product or service, which significantly shape the brand response.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Judgments refer to how customers feel about a product’s quality and ability to outperform other brand’s products.\u003C\u002Fp>\u003Ch4 class=\"wp-block-heading\">How to achieve it\u003C\u002Fh4>\u003Cp class=\"wp-block-paragraph\">As ‘judgments’ appears on the third rung, it is part of the ‘what about you?’ stage of the resonance model.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">In order to influence customers to hold positive judgments about your brand, determine new and unique ways to improve the performance and quality of your products.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">The other half of this rung comes from the ‘feelings’ quadrant.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Feelings\u003C\u002Fh3>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1200\" height=\"708\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F02\u002F19190957\u002Fbrand-resonance-model-7.jpg\" alt=\"The feelings rung of the brand pyramid.\" class=\"wp-image-47880\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F02\u002F19190957\u002Fbrand-resonance-model-7.jpg 1200w, \u002Fcdn\u002Fen\u002F2020\u002F02\u002F19190957\u002Fbrand-resonance-model-7-450x266.jpg 450w, \u002Fcdn\u002Fen\u002F2020\u002F02\u002F19190957\u002Fbrand-resonance-model-7-1024x604.jpg 1024w, \u002Fcdn\u002Fen\u002F2020\u002F02\u002F19190957\u002Fbrand-resonance-model-7-768x453.jpg 768w\" \u002F>\u003C\u002Ffigure>\u003Ch4 class=\"wp-block-heading\">What is it?\u003C\u002Fh4>\u003Cp class=\"wp-block-paragraph\">‘Brand feelings’ shares the third rung with the ‘judgments’ quadrant, making it a part of the ‘what about you?’ stage of the model.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Feelings, at least in this regard, means the amount of attachment customers have towards a brand.\u003C\u002Fp>\u003Ch4 class=\"wp-block-heading\">How to achieve it\u003C\u002Fh4>\u003Cp class=\"wp-block-paragraph\">There are many ways to fuel customer emotions through your branding, though one method seems to stand out – \u003Ca href=\"\u002Fblog\u002Fbrand-experience\" rel=\"noopener noreferrer\">\u003Cstrong>brand experience\u003C\u002Fstrong>\u003C\u002Fa>\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Offering strong brand experiences builds relationships, memories and positive emotions. Here’s how to make sure your brand offers effective experiences:\u003C\u002Fp>\u003Cul class=\"wp-block-list\">\u003Cli>Target different human senses\u003C\u002Fli>\u003Cli>Personalize the experience\u003C\u002Fli>\u003Cli>Create emotional content\u003C\u002Fli>\u003C\u002Ful>\u003Cp class=\"wp-block-paragraph\">After working through the first three rungs, you’ll finally come to the resonance stage.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Resonance\u003C\u002Fh3>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1200\" height=\"708\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F02\u002F19190957\u002Fbrand-resonance-model-8.jpg\" alt=\"The resonance rung of the brand pyramid.\" class=\"wp-image-47882\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F02\u002F19190957\u002Fbrand-resonance-model-8.jpg 1200w, \u002Fcdn\u002Fen\u002F2020\u002F02\u002F19190957\u002Fbrand-resonance-model-8-450x266.jpg 450w, \u002Fcdn\u002Fen\u002F2020\u002F02\u002F19190957\u002Fbrand-resonance-model-8-1024x604.jpg 1024w, \u002Fcdn\u002Fen\u002F2020\u002F02\u002F19190957\u002Fbrand-resonance-model-8-768x453.jpg 768w\" \u002F>\u003C\u002Ffigure>\u003Ch4 class=\"wp-block-heading\">What is it?\u003C\u002Fh4>\u003Cp class=\"wp-block-paragraph\">The resonance stage is the absolute top of the pyramid. Each quadrant below has built toward this: a solid relationship between brand and customer, emphasizing the importance of strong brand relationships through trust, transparency, and consistent engagement over time.\u003C\u002Fp>\u003Ch4 class=\"wp-block-heading\">How to achieve it\u003C\u002Fh4>\u003Cp class=\"wp-block-paragraph\">As we’ve already shown, working through the bottom stages of the pyramid build toward resonance. In order to maintain it, however, focus on the things that sustain it.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">For example, \u003Ca href=\"\u002Fblog\u002Fbrand-loyalty\" rel=\"noopener noreferrer\">\u003Cstrong>brand loyalty\u003C\u002Fstrong>\u003C\u002Fa> is a common result of reaching brand resonance. In order to maintain customer loyalty, do the following:\u003C\u002Fp>\u003Cul class=\"wp-block-list\">\u003Cli>Focus on customer support\u003C\u002Fli>\u003Cli>Enhance your customer service\u003C\u002Fli>\u003Cli>Offer rewards programs\u003C\u002Fli>\u003Cli>Adapt to consumer trends\u003C\u002Fli>\u003C\u002Ful>\u003Ch2 class=\"wp-block-heading\" id=\"toc-4--brand-identity-and-meaning\">Brand Identity and Meaning\u003C\u002Fh2>\u003Ch3 class=\"wp-block-heading\">Understanding Brand Identity\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">\u003Ca href=\"\u002Fblog\u002Fbrand-identity\u002F\">Brand identity\u003C\u002Fa> is the foundation of a brand’s presence in the market. It encompasses the visual and verbal elements that distinguish a brand from its competitors. A strong brand identity is essential for creating a lasting impression on customers and establishing a unique position in the market. Key elements of brand identity include the brand name, logo, tagline, and visual and verbal brand elements.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">A strong brand identity is more than just a logo or a catchy tagline; it’s the essence of what your brand stands for. It’s how your brand communicates its values, mission, and personality to the world. When customers see your brand, they should immediately recognize it and understand what it represents. This recognition and understanding are crucial for building trust and loyalty.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Crafting Meaningful Brand Connections\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">Crafting meaningful brand connections involves creating a deep understanding of the target audience and developing a brand identity that resonates with them. This requires a thorough analysis of the market, industry trends, and customer needs. By creating a brand identity that is authentic, consistent, and relevant, businesses can establish a strong emotional connection with their customers, leading to increased brand loyalty and customer retention.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">To achieve this, start by defining your brand’s core values and mission. What does your brand stand for? What are its goals? Once you have a clear understanding of your brand’s identity, you can begin to craft messages and experiences that resonate with your target audience. Use storytelling to convey your brand’s values and mission in a way that is relatable and engaging. \u003Ca href=\"\u002Fblog\u002Fbrand-consistency\u002F\">Brand consistency\u003C\u002Fa> is key – ensure that all brand communications, from marketing materials to customer service interactions, reflect your brand’s identity.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-5--creating-shared-brand-experiences\">Creating Shared Brand Experiences\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">Creating shared brand experiences is a powerful way to enhance brand resonance. These experiences foster a sense of community and belonging among customers, making them feel like they are part of something bigger than just a transaction. Shared experiences can take many forms, from interactive events and social media campaigns to personalized customer interactions and loyalty programs.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">To create these experiences, start by understanding what your customers value and what motivates them. Use this insight to design experiences that are meaningful and memorable. For example, hosting events that align with your brand’s values and mission can create a strong emotional connection with attendees. Similarly, engaging customers on social media with interactive content and personalized responses can make them feel valued and heard.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">By creating shared experiences, you not only strengthen the bond between your brand and your customers but also encourage word-of-mouth marketing and brand advocacy. Customers who feel a strong connection to your brand are more likely to share their positive experiences with others, further enhancing your brand’s reputation and reach.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">In conclusion, achieving brand resonance requires a strategic approach to building and maintaining strong brand identity, crafting meaningful connections, and creating shared experiences. By following the steps outlined in the brand resonance model, you can build lasting relationships with your customers and reach the pinnacle of customer relations.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">A resonance model helps brands pinpoint their current location, making it clear what they need to do next to move up the ‘rungs’.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Once you become aware of a stage and the branding objectives required, the rest of the process is easy.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Ca href=\"\u002Febooks\u002Fessential-guide-brand-management\u002F?utm_source=page_blog&utm_medium=content_cta&utm_campaign=canto_content_fy25&utm_content=page_brand_resonance_model\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"850\" height=\"250\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F08\u002F06194955\u002FCopy-of-ROI-CTA-blog-post.png\" alt=\"CTA image promoting a free guide titled "The Essential Guide to Brand Management," featuring a stylish woman in a cream sweater, color swatches, and UI elements that reflect digital brand management tools.\" class=\"wp-image-70168\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F08\u002F06194955\u002FCopy-of-ROI-CTA-blog-post.png 850w, \u002Fcdn\u002Fen\u002F2020\u002F08\u002F06194955\u002FCopy-of-ROI-CTA-blog-post-450x132.png 450w, \u002Fcdn\u002Fen\u002F2020\u002F08\u002F06194955\u002FCopy-of-ROI-CTA-blog-post-768x226.png 768w\" \u002F>\u003C\u002Fa>\u003C\u002Ffigure>",9,{"url":37,"url_md":38,"alt":39,"height":40,"width":41},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2020\u002F02\u002F19190956\u002Fbrand-resonance-model-9.jpg","https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2020\u002F02\u002F19190956\u002Fbrand-resonance-model-9-450x283.jpg","A set of blocks in the form of steps.",880,1400,[43],{"id":44,"slug":44,"title":45,"path":46},"branding","Branding","\u002Fpost-category\u002Fbranding\u002F",[48,55,62],{"featuredImage":49,"postId":50,"slug":51,"title":52,"description":53,"path":54},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2019\u002F10\u002F19191617\u002Fbrand-association-40.jpg",34935,"brand-association","Positive brand association: How to build it, protect it, and make it drive sales","Brand association is a chance to show your features and values to consumers. Use this guide to create effective brand associations at all times.","\u002Fblog\u002Fbrand-association\u002F",{"featuredImage":56,"postId":57,"slug":58,"title":59,"description":60,"path":61},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2019\u002F12\u002F19193035\u002Fbrand-value-450x239.jpg",38091,"brand-value","Measure brand value: What it is, why it matters, and how to improve it","Brand value is the unique way companies measure brand success. There's a lot to it, so make sure you have a complete understanding. Here's a helpful guide.","\u002Fblog\u002Fbrand-value\u002F",{"featuredImage":63,"postId":64,"slug":65,"title":66,"description":67,"path":68},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2019\u002F09\u002F19191553\u002Fco-branding-51-450x300.jpg",34243,"co-branding","Co-branding: A complete guide to brand partnerships, benefits, and strategies","Co-branding, if executed correctly, has tremendous success potential. Before committing to a partnership, read this simple yet detailed guide.","\u002Fblog\u002Fco-branding\u002F",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":70},"\u003Cpath fill=\"currentColor\" d=\"M9.175 10.825Q8 9.65 8 8t1.175-2.825T12 4t2.825 1.175T16 8t-1.175 2.825T12 12t-2.825-1.175M4 20v-2.8q0-.85.438-1.562T5.6 14.55q1.55-.775 3.15-1.162T12 13t3.25.388t3.15 1.162q.725.375 1.163 1.088T20 17.2V20zm2-2h12v-.8q0-.275-.137-.5t-.363-.35q-1.35-.675-2.725-1.012T12 15t-2.775.338T6.5 16.35q-.225.125-.363.35T6 17.2zm7.413-8.587Q14 8.825 14 8t-.587-1.412T12 6t-1.412.588T10 8t.588 1.413T12 10t1.413-.587M12 18\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":72},"\u003Cpath fill=\"currentColor\" d=\"M12 14q-.425 0-.712-.288T11 13t.288-.712T12 12t.713.288T13 13t-.288.713T12 14m-4.712-.288Q7 13.426 7 13t.288-.712T8 12t.713.288T9 13t-.288.713T8 14t-.712-.288M16 14q-.425 0-.712-.288T15 13t.288-.712T16 12t.713.288T17 13t-.288.713T16 14m-4 4q-.425 0-.712-.288T11 17t.288-.712T12 16t.713.288T13 17t-.288.713T12 18m-4.712-.288Q7 17.426 7 17t.288-.712T8 16t.713.288T9 17t-.288.713T8 18t-.712-.288M16 18q-.425 0-.712-.288T15 17t.288-.712T16 16t.713.288T17 17t-.288.713T16 18M5 22q-.825 0-1.412-.587T3 20V6q0-.825.588-1.412T5 4h1V2h2v2h8V2h2v2h1q.825 0 1.413.588T21 6v14q0 .825-.587 1.413T19 22zm0-2h14V10H5z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":74},"\u003Cpath fill=\"currentColor\" d=\"M12 20a8 8 0 0 0 8-8a8 8 0 0 0-8-8a8 8 0 0 0-8 8a8 8 0 0 0 8 8m0-18a10 10 0 0 1 10 10a10 10 0 0 1-10 10C6.47 22 2 17.5 2 12A10 10 0 0 1 12 2m.5 5v5.25l4.5 2.67l-.75 1.23L11 13V7z\"\u002F>",1789707701646]