This is lesson twenty-seven. This is towards one of our missions. Education. You’ll learn everything about marketing - from the basics to the most advanced strategies - for free, thanks to VellumWorks.
What is the Brand Resonance Model (Keller)?
Why do some brands create loyal communities, while others struggle to be remembered?
Why do some charities inspire long-term supporters, while others get one-off donations that never repeat?
Kevin Lane Keller’s Brand Resonance Model (also known as the Customer-Based Brand Equity Model) explains exactly how strong brands are built - from the bottom up.
It shows you the four essential stages supporters move through before they reach the highest level: resonance, where they feel emotionally connected to your mission and want to stay involved.
This model is one of the most practical frameworks for building trust, loyalty, and long-term support.
The Four Stages of Keller’s Brand Resonance Pyramid
Keller represents brand-building as a pyramid.
Each level must be built before the next can exist.
1. Brand Salience: “Who are you?”
This is the foundation. Supporters need to recognise you and remember you at the right moments.
For charities, this means:
clear name and identity
consistent messaging
showing up in the right places
simple explanations of what you do
Goal: Become familiar. Become findable. Become memorable.
2. Brand Meaning: “What are you?”
Once people know you exist, they need to understand what you stand for and what you deliver.
Keller splits this stage into two parts:
Performance (What you actually do)
For charities:
impact
transparency
programme quality
reliability
outcomes
Imagery (How it feels to support you)
emotional associations
your story
your community
your personality
Goal: Supporters understand both your value and your identity.
3. Brand Response: “What do I think and feel about you?”
This is where supporters form an opinion.
Two parts again:
Judgements
Donors ask:
Can I trust this charity?
Are they effective?
Are they responsible?
Do they deliver impact?
Feelings
Supporters experience emotions such as:
warmth
empathy
pride
inspiration
security
hope
Goal: Build trust, credibility, and positive emotion.
4. Brand Resonance: “I feel connected to you.”
This is the top of the pyramid. The strongest level of brand-building.
Resonance is when supporters feel:
emotionally involved
part of your mission
loyal long-term
eager to stay engaged
proud to recommend you
willing to advocate or fundraise
Keller calls this the deep psychological bond between a brand and its audience.
Goal: Transform supporters into passionate advocates.
Why Keller’s Model Matters for Charities
Because most charities focus heavily on “the ask”…
and far too little on the journey before it, and the relationship after it.
Keller’s model reminds us that:
Awareness is not loyalty.
Recognition is not trust.
Emotion is not commitment.
Donations happen after many deeper steps.
When you build your brand from the bottom up, your audience becomes more than donors. They become partners in your mission.
10-Minute Exercise: Build Your Brand Pyramid
For each level, answer these questions:
Salience:
Are we easy to recognise? Easy to understand? Easy to remember?
Meaning:
Do people know what we actually do? Do they feel something about us?
Response:
Do supporters trust us? Do they feel good interacting with us?
Resonance:
Do people stay? Return? Advocate? Fundraise? Invite others?
Where the pyramid is weak, that’s where your focus should go next.
Why is this important to know?
Because strong brands aren’t built through one-off campaigns. They’re built through consistent experiences that move supporters from awareness to trust to emotional connection.
Keller’s model shows exactly where your charity may be losing people, where trust breaks down, and where loyalty can be strengthened. When you build every layer intentionally, you create a brand people feel proud to support, not pressured to respond to.
At VellumWorks, we believe knowledge should be free. That’s why this series will guide you, step by step, through everything from the basics to the most advanced strategies in marketing: no jargon, no gatekeeping, just education that empowers.
