The Brand Pyramid is the first step in creating a more coherent and valuable brand. It is meant to be built in a workshop that brings together different people and perspectives in your organization. It gives you clarity about fundamental brand strategy questions and helps you build consensus around the answers to those questions. Ultimately, it helps a company become a better-functioning operation and essentially becomes a company's branding and marketing playbook.
The Brand Pyramid outtake document improves the creative process. It’s the product of a robust dialogue between employees, which sparks new insights and ideas that would never come up in a basic question and answer segment. Should it be whimsical or serious? Contemporary or traditional? Bright or subdued? Strategy keeps the design process focused and minimizes the role of personal taste.
It’s not about you, the CEO, the Vice President, or Jane in accounting. Instead of designing to appease individuals within the firm, the Brand Pyramid allows us to design for the target audience.