Klearyon

    Workshop · Brand

    Brand Pillars

    Pick 3 themes the brand will defend across messaging.

    60 minBrand, product, PMMIntermediate

    Overview

    Why run this workshop

    What is this workshop?

    A structured session to climb from product features to brand essence — the Brand Pyramid.

    Why is it valuable?

    Most brands stop at features. The pyramid forces you up to functional benefits, emotional benefits, values, and one-word essence — where real preference is built.

    When should you use it?

    After positioning is drafted. Great before any messaging or campaign work.

    What will you achieve?

    A completed pyramid with each layer earning the one above.

    Workshop flow

    How the session unfolds

    1. 1
    2. 2
    3. 3
    4. 4
    5. 5
    6. 6
    7. 7

    Workshop guide

    Facilitator playbook

    01Prepare· 10 min

    Objective

    Show the pyramid.

    Expected output

    Shared model.

    Instructions

    • · Explain the 5 layers, bottom to top.
    • · Rule: each layer must follow from the one below.
    02Brainstorm· 15 min

    Objective

    Fill layer 1 — features.

    Expected output

    Feature stickies.

    Instructions

    • · List concrete capabilities and attributes.
    03Share· 10 min

    Objective

    Fill layer 2 — functional benefits.

    Expected output

    Functional benefits.

    Instructions

    • · For each feature, ask "so what does it do for the customer?".
    04Group· 15 min

    Objective

    Fill layer 3 — emotional benefits.

    Expected output

    Emotional benefits.

    Instructions

    • · Ask "and how does that make the customer feel?".
    05Discuss· 15 min

    Objective

    Fill layer 4 — values.

    Expected output

    Shared values.

    Instructions

    • · Ask "what belief do we share with our customer that this expresses?".
    06Vote· 10 min

    Objective

    Fill layer 5 — essence.

    Expected output

    A single essence.

    Instructions

    • · One short phrase or word capturing the whole pyramid.
    07Wrap-up· 10 min

    Objective

    Sanity check.

    Expected output

    Signed-off pyramid.

    Instructions

    • · Read bottom-up. Does each layer earn the one above?

    Practice exercise

    Apply it now

    Practice worksheet

    Brand Pyramid

    Climb layer by layer. Each layer must follow from the one below.

    One short phrase or single word.

    Your answers live in your browser during this session. Saving to your project is coming soon.

    Completed example

    What good looks like

    Completed example

    Nike

    1 · Features

    Air-cushioned soles, breathable mesh, elite endorsements.

    2 · Functional

    Run further, jump higher, recover faster.

    3 · Emotional

    Feel unstoppable.

    4 · Values

    Effort beats talent. Everyone is an athlete.

    5 · Essence

    Just Do It.

    Best practices

    Do this, avoid that

    Do

    • Work bottom-up, never top-down.
    • Reject any layer you can't trace to the layer below.
    • Test the essence against a 5-year-old — can they parrot it?

    Avoid

    • Writing marketing copy in the values layer.
    • Picking an essence disconnected from real features.
    • Turning the pyramid into a brainstorm instead of a climb.

    Deliverables

    What participants leave with

    • Completed 5-layer Brand Pyramid
    • A single-word or short-phrase essence

    Continue learning

    Where to go next

    Related frameworks

    Frameworks library
    Strategy Academy

    Related workshops

    Core Values
    Value · behavior that proves it · anti-value we refuse.
    Positioning Statement
    For [target], who [need], we are [category] that [benefit] because [proof].
    Brand Manifesto
    We believe · we refuse · we promise · we call you to.

    Academy lessons

    No lessons linked yet.