Brand ladder use it to build your brand

Brand ladder use it to build your brand


When we talk about digital marketing, there are countless strategies that can help us to build a solid image as a company. The qualities of the brand influence the consumer’s decision making and for this we have the brand ladder or ladder of benefits.

The brand ladder is basically to start showing the benefits that your customer will get from consuming your product or service in order to achieve better results. In that sense, the idea is to offer a unique and unparalleled experience to your customers.

This strategy has its beginnings in 1980 when marketing professionals and great marketing researchers such as Philip Kotler and Kevin Lane Keller, began to develop strategies, not only based on the practice of products, but also on what additional benefits could be obtained by using other attributes of the product or brand. 





The brand ladder precisely connects product and brand properties with the social and personal links of the customer’s lifestyle. 

The brand ladder is further divided into four steps or categories that specifically point them out so that customers know what they are and are aware of them.


Attribute benefits

This first rung defines the unique virtues offered by the product or service that the consumer will purchase. 


Functional benefits       

Beyond solving a basic need or concern with what the customer has just bought, it is necessary to define what the person will obtain with what he/she is buying. 




Emotional benefit

This may be the most difficult step to achieve, but if we manage to create a sense of security or an emotional connection between brand and consumer, we will achieve a unique impact that will be difficult for the customer to forget.


Transformational benefit

Here we talk about how the product or service managed to transform the buyer’s life and if the brand is able to elevate the customer within their social circle.


Social benefit

In this last step of the brand ladder we must clarify how our work or our product will be able to transform society and the way it develops a certain activity. As an example we could take Apple with its flagship product, its iPhone Smartphone that changed forever the way human beings communicate. 


The brand ladder will help to communicate a fabulous brand presence to the consumer and bring long term benefits such as customer loyalty, increased ROI and trust. 

For this strategy to be effective it is necessary to get real data on how the company is viewed and how customers perceive it.



What are the 4 dimensions of Brand Ladder?

The Brand Ladder is not generally limited to four specific dimensions, but the concept is based on the idea of building a strong brand through different levels or dimensions. These levels may vary according to the theory or approach used, so here is a possible interpretation of the four dimensions of the Brand Ladder:


Attributes: this dimension refers to the specific attributes of a brand’s product or service. These are the tangible or functional characteristics that offer benefits to the consumer. For example, if we are talking about a car brand, the attributes could be speed, fuel efficiency, design, safety, etc.

Benefits: At this level, the emotional or psychological benefits that consumers derive from using the brand are considered. These benefits go beyond physical attributes and focus on consumers’ emotional needs and desires. Continuing with the example of automobiles, benefits could include feeling safe, enjoying an exciting driving experience, or having social status.

Values: This refers to the values and beliefs associated with the brand. Values represent the company’s core principles and philosophy, as well as its impact on society and the environment. Consumers can identify with a brand’s values and choose it based on the alignment of these values with their own. Examples of values could be sustainability, social responsibility or innovation.

Personality: The personality dimension refers to the image or perception that consumers have of the brand. It is about how the brand presents itself and how it relates to its target audience. Brand personality can be bold, confident, sophisticated, youthful, among many other possibilities. Personality contributes to differentiation and emotional connection with consumers.

It is important to note that these dimensions may vary depending on the specific perspective or model being used. Some approaches may include additional dimensions or combine them differently. These four dimensions are common in Brand Ladder theory and provide a solid foundation for understanding and positioning a brand.



what is the difference between being similar and being unique on the brand ladder?


The difference between being similar and being unique in the Brand Ladder lies in the way a brand positions itself in the market. When a brand chooses to be similar, it starts by being similar to existing competition, but strives to become the best in the market.

On the other hand, being unique involves highlighting and communicating attributes, benefits, values and personality that differentiate the brand from the competition, thus allowing it a distinctive place in the minds of consumers.

In short, being similar means competing on the basis of excellence, while being unique means highlighting the brand’s differences and competitive advantages.



What are the steps to create the Brand Ladder?

Creating a Brand Ladder is a strategic process that involves defining and developing the different levels or dimensions of the brand. Here are the general steps to create it:

Research and analysis
Start by researching and understanding your target market, your competitors and your brand’s current position in the minds of consumers. Conduct market analysis, surveys, brand studies and any other relevant sources of information to gain an in-depth understanding of your environment.


Identify key attributes
Based on your research, identify the specific attributes or characteristics of your product or service that differentiate it from the competition. These attributes should be tangible and easily identifiable by consumers.


Define the emotional benefits
Identify the emotional or psychological benefits consumers derive from choosing your brand. How do consumers feel when using your product or service? What emotional needs or aspirations are satisfied? Make sure you understand how your brand can create an emotional connection with consumers.


Establish brand values
Define the values and beliefs that are at the core of your brand. These values should be authentic and consistent with your company’s identity. Consider how your values can resonate with the values of your target audience and how they can influence their buying decision.


Develop your brand personality
Define your brand personality, i.e., how your brand presents itself and relates to consumers. How do you want consumers to perceive you? Define the personality traits you want to communicate, such as boldness, sophistication, approachability, etc.


Build a brand hierarchy
Once you have identified your brand attributes, benefits, values and personality, organize them into a brand hierarchy or ladder. This hierarchy should reflect how the different levels relate to each other and how they contribute to building a strong, differentiated brand.


Communicate and reinforce your Brand Ladder
Once you have created your Brand Ladder, it is important to consistently communicate and reinforce the different levels in all your marketing and communication activities. Use messages and visual elements that reinforce your brand’s attributes, benefits, values and personality in all your interactions with consumers.


Remember that the process of creating a Brand Ladder is iterative and may require adjustments as you get feedback and learn more about your market and consumers. It is critical to remain flexible and adaptable as your brand evolves.



What are the benefits of the brand ladder?


The benefits of the Brand Ladder are several and can be summarised as follows:

Helps define brand personality: Brand Ladder helps to identify the attributes, benefits, values and personality of the brand, which helps to define its personality and differentiate it from the competition.


Connect with consumers: By identifying the emotional and transformational benefits of the brand, you can connect emotionally with consumers and create a deeper and lasting relationship.

Helps communicate the value proposition: The Brand Ladder allows you to clearly and effectively communicate the brand’s value proposition, which helps you attract and retain customers.

Facilitates decision making: By having a clear hierarchy of brand attributes, benefits, values and personality, it facilitates decision-making in terms of marketing and communication strategy.


Contributes to increased ROI and trust: By communicating a strong and consistent brand presence, you can increase ROI and consumer confidence in your brand.


Recommended reading: Golden tips on how to make creative copy for social networks


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