magine your brand throwing a party.
Level 1: Someone sees the invitation and says, “Who’s this again?”
Level 4: They’re crying at 2 AM saying, “I literally can’t live without this brand!” 😭
Welcome to Keller’s Brand Resonance Pyramid — the Beyoncé of brand loyalty frameworks. Developed by marketing guru Kevin Lane Keller, this pyramid shows how to take a brand from “just a name” to “true love.”
Let’s climb it, one level at a time — but like it’s a party, not a business lecture. 🎈
🧍 Level 1: Brand Identity – “Who Are You?”
This is when people just see your brand. Recognition, not romance.
You’re the stranger at the party wearing a cool jacket. People say, “I’ve seen them before, I think… on Instagram?”
Example: You know Crocs? Yeah, they were once that weird shoe brand. Now they’re everywhere — even on Justin Bieber’s feet.
Goal: Make people recognize your brand faster than they recognize their Uber driver.
💭 Level 2: Brand Meaning – “What Are You All About?”
This splits into two fun parts:
➤ Performance: Does your brand do what it says?
Example: Dyson vacuums — they suck in all the right ways.
➤ Imagery: What vibes do people get?
Example: Ben & Jerry’s = quirky, chunky, and woke.
At this stage, people know your brand not just by name, but by vibe. Like, “Ohhh, that brand’s aesthetic is cottagecore with a hint of chaos.”
😊 Level 3: Brand Response – “Do I Even Like You?”
This is where people develop opinions about your brand.
It’s like the third date — they’re deciding whether you’re emotionally stable or just good on paper.
➤ Judgments:
Is your brand high quality? Reliable? Stylish?
(Or does it ghost people after one purchase?)
➤ Feelings:
How does it make people feel?
Example: Coca-Cola’s “Open Happiness” campaign — literal branding therapy in a can.
If people start smiling when they see your logo, you’re doing it right.
💍 Level 4: Brand Resonance – “I’m Obsessed. Where Have You Been All My Life?”
This is where brand love becomes brand marriage.
Fans at this level:
- Buy every product
- Recommend you like it’s their side hustle
- Tattoo your logo on their bodies (true story: Nike, we’re looking at you)
Example: Apple fans lining up at 4 AM for a phone that looks 90% like the old one — that’s resonance.
Your brand isn’t just liked. It’s a lifestyle. A religion. A ride-or-die.
So How Do You Throw This Pyramid Party?
- Be recognizable (have a memorable name, look, vibe)
- Be useful AND cool (performance + personality)
- Be lovable (don’t just sell, connect)
- Be unforgettable (create a cult, not a customer)
Keller’s pyramid isn’t just for textbooks — it’s a ladder to brand love. So climb it like you’re headed to the VIP lounge — with glitter, memes, and maybe a Dyson vacuum.