Brand positioning is the process of determining the position of a brand in the minds of customers compar to competitors. Successful positioning helps businesses develop strongly and increase their reputation. The following article of GOBRANDING will explore what Brand Key is and distinguish Brand Key from some other terms that are easily confus.
1. What is Brand Key?
Brand Key is a summary of the core information of the positioning strategy.
Brand Key creates the difference between this brand and other brands, helping the brand break through and affirm its unique position in the market. The Brand Key model will help marketers quickly grasp the directions and proceed with implementation.
Brand Key helps businesses ensure consistency for all activities, products or services related to the Brand, ensuring consistency with the newly built positioning.
2. The importance of Brand Key to branding
After learning the definition of Brand Key and its brief meaning for brand communication, please read on to study the importance of Brand Key for branding.
2.1. Direction (Development direction)
By using Brand Key, businesses can identify and build core values for their brands. These core values not only benefit customers, but also contribute to the development of society and the community. At the same time, core values are also the factors that create the characteristics and prominence of each brand.
In the process of determining Brand Key, it acts as a “compass” to help businesses clearly orient their development. Most importantly, no matter how the market changes in the future, the brand needs to maintain its original core values. This puts the task on marketing experts to find ways for the brand to develop naturally and in accordance with the market, instead of changing direction just because of market pressure.
2.2.Consistency
The survival of a brand is closely linked to consumer perception, shaped through PR activities or advertising campaigns. The most important principle in building a brand identity is to demonstrate consistency in the design of the brand identity. Brand Key exists to ensure brand consistency throughout the time the brand is present in the market. Except in the case of brand repositioning.
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Because in the process of branding, businesses in general and the Marketing department in particular will have changes in internal personnel or work processes. However, people can change, but brands cannot change. Brand Key helps brands always have consistency in operations, ensuring that both old and new people can clearly understand the core values, easily understand the brand’s style and maintain it in the future.
2.3. Focus
In the process of brand development, new ideas always appear, these ideas are often considered as “opportunities”. The attractiveness of opportunities can attract marketers and change their decisions, but at the same time, it can also make businesses lose focus on the original goal, leading to resource dispersion.
Instead of focusing entirely on current development goals, businesses often disperse resources into new opportunities or goals that are different from the original direction. Brand Key was born to help the brand have a certain focus, thereby helping leaders identify which ideas help increase brand positioning and which ideas are redundant.
2.4. Inspiration
Brand Key is not only a guideline for brand strategy, but also a source of inspiration for the Marketing team. It provides a clear direction and a deep meaning of the brand’s core goals and values. A business’s Marketing team does not simply work to advertise products and services to customers. They also play an important role in conveying the core values of the brand to help customers solve their problems optimally.
Through this, the brand becomes more famous because it brings more value to the whole society. The Marketing team realizes their important role in implementing the Brand Key, they can feel more recognized and appreciated, thereby creating greater motivation to contribute to the success of the brand.
Brand Key is also the bond that connects team spirit, guiding all members to work together towards the common goal of the brand. From there, it creates a spirit of solidarity and mutual support in work, arousing the spirit of dedication and creativity of each individual.
3. Distinguishing Brand Key, Brand House and Brand Pyramid
In the process of doing Marketing, there are many brand positioning models that help businesses achieve success in the market. Among them, there are 2 famous positioning models but are often confused with the Brand Key model: Brand Architecture or Brand Pyramid. Let’s distinguish these three models with GOBRANDING through the following content:
Brand Key is a model proposed by Unilever to describe the attributes and components that act as the core values of a positioned brand . From there, businesses can carry out marketing efforts focusing on this value to affirm their position in the market.
Brand Architecture was developed by P&G and is loosely translated as brand structure or brand architecture. This is the ecosystem of products/services provided by a business or a small brand ecosystem within a large brand.
Brand Pyramid (full English name is Brand Resonance Pyramid) is a brand resonance model developed by Kevin Lane Keller. This model represents the brand building process through a series of steps from low to high in a pyramid shape. Corresponding to those steps is the level of awareness and connection between customers and the brand. Simply explained, this is a brand positioning model based on customers’ thoughts, feelings and loyalty to its products.
4. Elements in the Brand Key model
After learning about the general information and distinguishing the Brand Key model from the other 2 positioning models. Here is a detailed analysis of the elements in the Brand Key model:
4.1. Root Strengths – Core Strengths
Root Strength is the core strength, these are the unique, long-term values or benefits of the product/service so that the brand has a foundation for sustainable development in the market.
These core strengths will not change even if the brand expands into categories other than the one it launched in. These are the historical strengths of the brand and represent the consistency and strength of the brand or the brand’s origins.
4.2. Competitive Environment – Competitive Environment
Competitive Environment is the competitive factors in the market, from direct competitors to substitute products and indirect competition. Analyzing the competitive environment is extremely important because it provides important information about competitors, competitive factors in the market and customer demand trends. From there, businesses can clearly understand their position in the market and have a basis to propose effective competitive strategies.
4.3. Target Consumer – Target Consumer
In order for a brand to leave a good impression in the minds of customers and avoid wasting resources, it is necessary to identify the Target Consumer. That is the group of customers that a certain product or service is designed to serve. Marketing to a suitable b to b database audience will help increase customer trust in the brand. Because they feel related, helping them solve the problems they are interested in.
4.4. Insight – Understanding consumers
Insight is detailed information about the key challenges and aspirations of the target audience that the brand is focusing on serving. These are their met and unmet needs (both functional and emotional). When a brand recognizes Insight and provides a product or service that solves it, the brand will have a unique competitive position in the market.
>> Learn more abouto accurately meet customer desires and affirm a strong brand position.
4.5. Benefit – Benefits
Benefits in the Brand Key model are the values that businesses bring to meet customer needs, including emotional and consumer needs.
In a competitive market, the difference in the benefits your brand offers over your competitors is what makes customers choose you. Your product provides a unique experience, feeling and thought to your customers, which makes them stand out and attract them more.
4.6. Values, Beliefs & Personality – Values, Beliefs & Personality
Like a human, a brand also has its own personality and values. Therefore, in addition to identifying the core values of the brand, the benefits that address the needs of customers. It is also necessary to recognize the personality, beliefs or motto that the brand wants to convey to customers and the unique points that are not found in competitors.
4.7. Reason to believe – Reason to believe
Businesses ne to understa that customers buy their products because of the benefits (such as meeting their needs), because of the bra (because they trust and support the brand), or because of the price (because the product is priced right). The important thing is why customers choose their brand’s products over other competitors’ products, and vice versa. This will help businesses realize the importance of branding, whether they should focus on selling the brand or selling quality products with their brand name.
4.8. Discriminator – Differentiating factor
In the Brand Key model, differentiators are the unique features of a brand’s product that make customers choose it over other brands. By capturing deep customer insights, businesses can develop their own unique features that make consumers feel touched.
4.9. Essence – Brand essence
In the Brand Key model, the essence of the brand plays an important role, it acts as the brand’s mission. This is the center around which all activities industry email marketing list in the process of building and developing the brand revolve. The essence of the bra is made up of factors such as the quality of services and products that the brand provid to customers.
4. Conclusion
Brand Key is a model that analyzes the core elements of a brand, helping businesses position their brand effectively. This model is especially useful in the process of building a new brand, creating a solid foundation for strong growth in the future.
