How can we structure all this?
I’m calling this pyramid (scroll down a little) the Brand’s Ladder of Focus. It’s an illustration of structure for the different brand parts and attribution of different classification levels.
I’m putting a ladder in there because although your company’s focus should be at the top part of the pyramid, you can actually choose where do you want to position the focus at any moment. You should be able to go up and down that ladder, fully understand all of your brand’s parts and none of them should fall short.
At the bottom, you have the tangible aspects of your product/service. Things that are palpable and easy to measure and quantify. They are something like your brand’s physical body, the basics of your company.
Now, at the top, you have the intangible aspects that are directly related to your customer. Things that are subjective, far from easy to measure but should guide your business. They are your customer’s feelings, needs and values, which should be your company’s heart, thoughts, aspirations, and guiding stars.