Brand Value Map

What is a Brand Value Map?

A Brand Value Map is a Venn diagram that summarizes how your organization or its products (such as a special exhibition) bring value to its customers, and who among those customers will be most naturally predisposed to appreciate the offer. (Customer is the generic term used by Peter Drucker. Please feel free to substitute audience, visitor, consumer, patron, supporter, etc. as works best for your organization.)

How does a Brand Value Map work?

• Serves to assess the strength of the organization or its product’s hypothetical value proposition (as identified in the “How” level of the Brand Pyramid)
• Allows for a quick check to confirm that the hypothesis is strategically sound and is ready to be tested externally with prospective target customers
• Requires that you identify a list of potential target customers and plot those customers’ emotional and practical drivers (the “Why” level of the Brand Pyramid) onto the Brand Value Map
• Deemed successful when the plotted emotional and practical drivers are somewhat evenly distributed among the three Pillars (indicating that the value proposition is well-suited to address the audience’s drivers of consideration)
• The elements of the Brand Value Map should be amended in light of customer insight and the language used should be as close as possible to that of the customer

In the Brand Value Map, your organizational or product-level brand value is distilled into three pillars, the intersection of which represents your ideal brand value delivered through experience. The Brand Value Map is a tool to help visualize the key means by which your brand promise is fulfilled in the mind of the customer. It is also a simple illustration of the economic or social value derived by the customer through their interaction with your organizational or product-level brand.

As noted above, the Brand Value Map’s utility is a test of a strategic hypothesis of an organization’s or product’s value proposition. This test takes the form of plotting all the customer’s needs onto the Brand Value Map and assessing how well the offer of value meets those needs. Done properly, this helps to clarify both the current situation and to expose strategic opportunities for the brand or its products.

We can plot factors such as “emotional drivers” that bring in consumers and/or points of entry for different types of people (target personas) as they discover or engage with your organization or its products.

Do you need Brand Value Map for your organization or product?

Because we know that not everyone needs or can afford our full process, we created a guided tutorial package for our foundational brand strategy tool: the Brand Pyramid. Watch the video for a preview.

For more information on the brand strategy tutorial, visit here where you will find a fuller explanation and link to a free download of the first video.