How to use brand models

Merry Baskin
Baskin Shark

What do we mean when we refer to a 'brand model'? Brand pyramids, onions, keys – there are plenty of different options to choose from. Perhaps what they share is simply that they represent 'the strategy and architecture of a brand expressed as a schematic'.

As with most marketing terms (or brand jargon) there is no clear cut definition but rather various muddled interpretations. My preferred definition is that it's a way of thinking about a brand – a prototype or representation of how we'd like the brand to be; how it behaves, is perceived, bought, used, and valued. Basically, it sets out WHY people should choose the brand.

A brand model can be a useful tool for marketers and strategists, uniting and enthusing the team's thinking in a memorable (some might say enforceable) way about how to position their brand. It provides a common framework for what needs to be done to get things moving in the right direction. A brand model building workshop can also be useful bellwether for identifying drivers and deficiencies and setting action standards against which success can be judged. A brand model can help keep us accountable for our brand investments.