The Brand Key Model: How to Position Your Brand

Failing to differentiate your brand

Not connecting with the right audience

Starting off with a poor brand identity

Not being consistent

Failing to identify what you stand for and against 

Those are only few of the problems several brands suffer from. It's a mistake we see over and over again - startups make branding mistakes early-on that sabotage their growth.

Despite the importance of an effective and well-constructed branding, many entrepreneurs make numerous costly errors. For this very reason, we will be examining the Brand Key Model that studies the brand from 9 aspects and fills in some of the most pivotal information a brand needs to survive.

A brand key is a guide that defines a brand, its concepts, the message that the brand conveys to the public, and the brand’s overall framework. The brand key is equally useful for first time brands, start up, and those who intend to redesign and existing brand. It will help you shape the overall look and direction of your brand.

Disclaimer: post-developing a brand key, don’t expect for everything to fall into place. The key is staying consistent in every action, communication, and behavior, both internally and externally.

1) Roots

A Brand's roots are its historical strengths and represent where it came from. They become a key supporting element to the reason to believe, therefore play a role in the development of the brand.

Example: some brands claim to be innovative without a proven track record of innovation and a very traditional heritage.

2) Competitive environment

You must be aware of the strengths and weaknesses of other brands that you compete with. As a bard, you take time studying your direct and indirect competitors to know how you can be different from them.

Example: if you’re as soft-drink brand, we urge you to study competitors within adjacent consumption spaces of juices, energy drinks, and maybe beers as well.

3) Target (Audience)

This phase entails determining the (preferred) target audience, not just in terms of demographics, but also attitudes and values.

You will be able to identify your audience better if take the time to thoroughly know their likes, dislikes, behaviors, purchasing habits, and how they spend their day. This allows you to decide who will be included in your target segment, and who are your secondary audience.

4) Insights

Insights give a one-of-a-kind understanding target customer, presented in an acute action-oriented format. Looking at the same market data and consumer research as competitors will sure give you valuable insight, however not unique. A non-standard approach produces better consumer comprehension. For example, co-create concepts with consumers and invite them to assist you in developing insights.

5) Benefits

There is a confusion between brand benefits and product benefits, and it occurs too often. This is especially true when a brand covers multiple categories, with various forms of distinct functional benefits.

Benefits are a three-level-ladder; functional, emotional, & societal.

Example: A streaming service provides content in a convenient manner, is easy to use, and is free of ad interruptions [function]. But it also enables parents with children to enjoy some "me without the kids" moment [emotional]. Lastly, with the growing significance of purpose branding, brands must provide a set of benefits that go beyond a purely economic perspective.

6) RTBs – Reasons to Believe

A brand's benefits represent its promise, while a brand's RTB ensures that it is credible in the minds of consumers and partners. What characteristics makes an excellent RTB? It is determined by numerous elements, like the brand's roots, such as a designation of origin for a car brand. And for that, each benefit should have a strong RTB to support it.

7) Values, Beliefs, and Brand Personality

A solid relationship with consumers can only be built through a brand that advocates for something. It requires approaching the brand as if it were a person with values, opinions, and a personality. It's not an easy exercise to perform if you've never done it before.

Nike, for example, thinks that anybody can be an athlete. So, they provide products that allow anyone to become an athlete. Nike’s personality reveals how they intend to achieve this goal. They are competitive and their nuance is energetic.

8) Discriminator

The Discriminator is the minimum of features that distinguishes a brand from its competitors. It must be able to relate to the brand's primary emotional value. It is essential that the Discriminator also capitalizes on the brand attributes, personality, and fundamental values. Example: Nike’s discriminator is it’s Proactive because it’s competitive and energetic.

9) Essence

Also known as the equity of the brand.  All brand actions are guided by the brand essence, which is the heart and soul of the brand. The brand essence is the promise that the brand offers to its consumers, workers, and shareholders. It builds on and molds the qualities, personality, and beliefs of the brand, almost as though in a balancing act.