Description
The purpose of the Brand Benefits Ladder is to translate product or service features into relevant psychological benefits for consumer. The Brand Benefits Ladder is based on the theory that brands that connect with consumers on a more emotional level build stronger equity and loyalty. Completing this framework forces marketers to view their functional attributes and benefits through the eyes of their target consumer. The ladder also ensures that there is alignment and credibility between the functional and emotional benefits of the product or service. Once completed, a Brand Benefit Ladder can be used as a tool to create more distinctive and emotionally resonant marketing communications.
Questions
The Brand Benefits Ladder helps to answer marketing questions like:
What product attributes do we offer that benefit our target customers?
Why should target consumers care about our product or service?
How should our target consumers ultimately feel about what we offer?
Steps
Identify your target consumer. Use research to understand the relevant needs, values, attitudes, and behaviours that define them. Make sure you can easily empathize with this consumer as a person.
List the functional attributes of your product or service. Consider all of the specifications, features, and dimensions of your offering. Focus on those that provide your brand with a competitive advantage.
Move up the ladder, and identify the tangible benefits that your product attributes deliver. Review each item listed and ask yourself “what functional benefit or advantage does this attribute provide?”
Move up the ladder and take the perspective of your consumer. Review the Product Benefits and ask yourself “what value do I get from that?” Narrow your list to the most compelling Consumer Benefits.
Move to the top rung of the ladder and review your Consumer Benefits from a more emotional perspective. Go deep, and ask yourself “how does this brand make me feel?” Narrow to what your brand can own.
Considerations
Moving up the ladder, focus on those items that are valuable to consumers and distinctive to your brand.
Ensure your target consumer profile is rooted in relevant and current market research to avoid bias.
Revisit your ladder when your target consumer, competitors, or product offering change significantly.
References
The Brand Benefits Ladder was first introduced by Philip Kotler and Kevin Lane Keller