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The Giant Brand Pyramid

A brand is more than your organization’s products and services; it is, most importantly, about what you do and how you do it. Your brand personifies your organization’s core values and how you go about doing what you do. This is what makes you different, or more effective, or important than anyone else. Your brand is about the types of relationships you have with the outside world. It is how they feel about you and what they say about you.

Whether you realize it or not, through your brand, you are making promises to everyone your brand comes into contact with. Through your brand, your interactions, you establish expectations, such as the level of service your customers expect from you. These expectations instill a sense of security, of comfort, of knowing what to expect. It is most often your brand, a perception of expectations, that is the determining factor for someone selecting your organization, or of doing business with your business.

Your brand is an intangible that you and your employees live and breathe every day. It is also your most sacred asset and should be nurtured and cared for and reinforced, making sure all of your employees embrace and embody it.

Your name, logo, tagline, offices, collateral, website and all touch points should bring your brand to life and project that brand image to your audience.

THE GIANT BRAND PYRAMID
The Giant Brand Pyramid demonstrates the attributes of your brand from the bottom (easiest to deliver, easiest to imitate, least meaningful) to the peak (most meaningful, hardest to imitate, the emotive factor). There are two ways to affect the way someone feels about your brand, Emotionally and Rationally. Only through the effective combination of both of these can a powerful brand be created.

BRAND PERSONA
Every brand has personal characteristics that “humanize” it and provide a large part of the emotional connection clients and vendors have with your brand. Depending on the type of brand we are talking about, the Brand
Persona may take on more or less of the Rational or Emotional attributes. This is a creative decision born out of the Giant Approach.

CORE VALUE
The foundation of your brand. Distilled into a simple statement.
It could be something as simple as, “We do it faster.”

BRAND PROMISE
What should those who come into contact with your brand expect?
The development of a Brand Promise often leads to a Mission
Statement.

Take a look at the Case Studies in this section to learn how we’ve used the Giant Brand Pyramid Approach to successfully brand a wide-variety of our clients.

Learn more about Giant Ideas in the About section.

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