The meaning of a brand plays a huge role into why we purchase them. Brand management is essentially about managing what brands mean. When brands have strong meanings, it is easier for a strong brand to be built. Once a brand meaning begins losing importance in the life of a consumer the brand begins to deteriorate.
The most important part of creating brand resonance is to market products in such a way that owning said product helps consumers define a part of their social identity or who they are. You can see this in consumers who swear by MAC makeup, Apple lovers who only use mac computers and iPhones, and auto owners who refuse any cars that aren’t Mercedes. These consumers feel that certain brands in particular really help define a piece of who they are.
According to an article by Branding Strategy Insider, there are three routes to the path to the pinnacle of resonance. Personal resonance has to do with self-connection and helping consumers find their voice to express identity and navigate life choices. Personal resonance also covers interdependency by facilitating habits, rituals, and routines (a Starbucks coffee every morning, for example). The article then mentions that the second route is cultural resonance which links brands to enduring values or epochs and role resonance which links brand to social roles (Birkenstock consumers are “tree-huggers). Finally, organizational resonance is the third route by making sure the brand fits with the business model and making sure there is shared understanding of the brand among employees.
It is crucial for a brand to begin at the bottom of the brand resonance pyramid and strive to move up to the higher levels. However, few brands reach the very top. There are some steps brands can take in order to make the brand resonate with customers. By engaging with customers on an emotional level, learning about customers and their goals, targeting content for specific audience segments, and listening to customer feedback and adjusting accordingly, companies have a good shot at creating a brand that stands the test of time.
The brand resonance model is a great guide in brand building activities because it creates a checklist for brands to complete so that they can gain more brand equity. Once a company is able to reach the pinnacle of the brand resonance model, a harmonious relationship between the customer and brand will exist and the brand will therefore gain loyalty and will be much more competitive in the marketplace. These are the blocks which brands should build upon in order to develop a strong and successful brand.