Welcome back! This article will be a continuation of the article How to develop a brand key? Part 1. In part 1 we looked at the external factors that influence the development of your brand key. In part 2 we will take a look at the internal factors that will influence your brand key.
Let’s jump right in.
When you are filling in this section of your brand key it is important for you to ask yourself the following question: What benefit does your brand fulfil?
You can easily break this up into 3 key section where your look at functional, emotional and sensory benefits.
- Functional benefits are based on product attributes that provide a functional value.
- Emotional benefits are based on how your products make your customer feel when they use or purchase your product.
- A third benefit type is sensory benefits. These are benefits based on the way in which your product appeals to consumers senses.
6. Values, Beliefs & Personality
Section 6 is arguably my favourite part! Partly because I truly belief brands reflect values, belief and personality. When you look at this part of your brand it is important to imagine your brand as a person. As yourself the following things about this “person”:
- What does the brand value?
- What does the brand stand for/ believe in?
- What kind of personality does the brand have? If it was a person, what kind of person would it be? Real life situations or examples can really help you capture this section fully for example, how would your brand act at a social gathering, what kind of language does your brand use, casual or serious, etc.
- Describe the values as if they were values and personality traits a person may have.
7. Reasons to Believe
Reasons to believe can easily become one of the hardest sections to complete when you do your brand key as it is easily confused with the brand benefits. The core here is to capture why people should choose your brand above another. It would be a good idea here to use any data or special features you have above your competitors. This is the space to talk about your proof I.e. Our Brand A has X that is 100% better than any other competitor in this space. Feel free to be specific. You could also use your experience, or first-to-market history as a reason to believe.
The discriminator section is your USP or Unique Selling Point. I have seen so many people punting multiple USP’s. There is no such thing. The name in itself say UNIQUE SELLING POINT, not selling point. Find your single most compelling and competitive reasoning for consumers to choose your brand over your competitors.
The last step to complete your brand key is the brand’s essence. The essence of your brand is the heart and soul of your brand. The core idea of your brand. It should literally guide guide ALL your brand actions and as such I would caution you to make sure you refine this wisely. Ideally this should be max two words. It can be really hard to capture the essence of a brand but it’s not impossible, think Coca Cola – happiness.
You’ve now know how to complete a Brand Key. Well done! Below you will find a downloadable Worksheet to help you practically complete this exercise.
Let me know if you have any tips and tricks when completing this exercise in the comments below and be sure to download the guide for guiding questions.