A unique brand resonance model guide for 2020

Don’t confuse imagery with things like logos and fonts, though these may be a part of it. Instead, consider imagery to be more about customer perception and brand image.

Brand image deals with the types of feelings a customer has about a brand. In order to create a positive brand image, you’ll need to do the following:

• Learn more about your audience


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For example, brand loyalty is a common result of reaching brand resonance. In order to maintain customer loyalty, do the following:

• Focus on customer support


• Enhance your customer service


• Offer rewards programs


• Adapt to consumer trends

‘Feelings’ shares the third rung with the ‘judgments’ quadrant, making it a part of the ‘what about you?’ stage of the model.

Feelings, at least in this regard, means the amount of attachment customers have towards a brand.

How to achieve it

There are many ways to fuel customer emotions through your branding, though one method seems to stand out – br... See more

Judgments refer to how customers feel about a product’s quality and ability to outperform other brand’s products.

How to achieve it

As ‘judgments’ appears on the third rung, it is part of the ‘what about you?’ stage of the resonance model.

In order to influence customers to hold positive judgments about your brand, determine new and unique ways to im... See more

To increase your brand awareness, and thus answer the ‘who are you’ salience stage of the resonance model:

• Define your brand in detail


• Maintain steady focus on content


• Get creative with communication

The more you build brand awareness, the better you’ll answer the ‘who are you?’ question, which ultimately is the key to reaching salience.

In order to meet the objectives of the ‘performance’ stage, build brand differentiation by doing the following:

• Creating memorable experiences


• Displaying positive brand values


• Telling important brand stories


• Building brand personas

Creating differentiation helps answer the ‘what are you?’ stage, but remember that performance is only one of the quadrants