Brand resonance is the key to shaping a magnetic, high-performance presence in your business. Yet many of us aren’t sure what the term actually means, let alone how to apply it practically.
Achieving this level of magnetization is not an instantaneous process. It’s created by consistently implementing your brand strategy across all channels and clearly articulating your message. Through this consistency, you’re able to build the prerequisites for resonance. This idea originates from Kevin Keller’s infamous Customer Based Brand-Equity Model, also known as The Brand Resonance Pyramid.
This model has become a cult favorite in the world of marketing, shaping the way we build brands and relate to our audience. The intricate pyramid begins with salience as the base. Only once value—salience—is established can a brand take shape. No matter how beautifully packaged, eloquently worded, or richly styled a product appears, no one will purchase it unless it serves a purpose. Before resonance can take shape, we have to establish our brand’s value in the world.
Our brand strategy process at Marbury follows this ideal. We always start by asking our clients a series of questions to unearth their mission, values, and purpose as a brand. From there, we determine the core desires of their audience. What do they value? What do they need? What do they want most? Then, finally, how does your product answer that craving?
These questions unearth your deeper salience. Our job, as a branding agency, is to effortlessly communicate this value through your visual identity. We want your audience to arrive at your brand and immediately “get” what you have to offer (and why).
Now that you’ve identified your value proposition, you’re ready to ascend to the next level of the pyramid—meaning. Meaning consists of two elements in Keller’s model: performance and imagery. Once awareness has been established, your audience begins to analyze the meaning of your brand. Think of this as the “first impression” phase. By looking at your outward appearance (imagery) and observing your actions (performance), they form a narrative about you in a matter of moments. This is where thoughtful and consistent branding becomes critical.
According to a GoodFirm’s survey in 2021, 38.9% of visitors leave a website due to outdated design. Another 34.6% leave due to poor content structure and navigation. Why? Because we have mere seconds to capture our audience’s attention before they’re no longer interested. Potent branding creates an elevated, intriguing, and exciting first impression that lasts.
If your audience is moved by the image and performance of your brand, they scale to the response stage. This is where they say “yes” or “no” to your value proposition. In the best-case scenario, this is where a lead transforms into a client. The rational judgments and emotional connections built during the meaning stage determine whether or not a client feels safe to say yes.
Once they’ve opted into your experience, resonance is established. They now trust the value of your brand, connect to your personality, and feel “in sync” with your messaging, making them more likely to become repeat customers. A relationship has formed and will continue to evolve as they grow with your brand.
In conclusion, a resonant brand isn’t one that simply looks beautiful or catches attention—it’s one that can confidently convert those eyes into loyal customers. This is why a storied strategy is a core value at Marbury. The combination of narrative and timeless methods blend to create layered, empathic, and human brands that your audience can relate to.
If you’re interested in a deeper look at our brand strategy process, explore this journal post where we reveal the making of a brand. We also encourage you to inquire here to learn more about our services and start a conversation.
