Brand Hierarchy in Direct Marketing

What exactly is a brand hierarchy in direct marketing? It’s about communicating with your customers from different contact points within your company. This is an exciting concept because most small businesses generally speak from the “Brand” itself, i.e. by mailing a postcard from “Company Name” or one of your salespeople sending emails from their name, such as john@yourcompany.com.

Using brand hierarchy in direct marketing

Using brand hierarchy in direct marketing can be very effective because it can shake things up – if your prospect didn’t open your last email, maybe they’ll open one from the President of the company.

Keating writes:

“Brand hierarchies recognise that the interaction between a customer and a brand occurs on more than one level and that communications also occur via more than one marketing channel, which again has differing levels of importance or relevance to customers.

Brand hierarchies show that these levels are not equal and do in fact have a hierarchical structure.  Consequently a message from a higher level of an organisation is likely to be seen as more important or interesting.”

Thinking about your company’s Direct Marketing

I would encourage you to consider the areas of your company from which your direct marketing originates and try to incorporate brand hierarchy into your direct marketing efforts. As always, test your direct marketing and see what happens.