Brand Key

BRAND KEY tells us why we exist, what is our world view, what we should do. It is different from BRAND PRISM which sets the context for how the identity should be conveyed.

BRAND KEY

1. WHAT GIVES US THE RIGHT TO BE IN THIS BUSINESS : What made us come into this business? What makes us to continue to stay in this business? What insight do we have that others may not have ?
2. THE ROOT STRENGTHS :  The basic / original attributes / values /  benefits we want to build on and be known for
3. TARGET CUSTOMER / APPLICATION :
   The description of the customer not only in terms of demographics but also in terms of attitudes and values for whom, our offering will always be the best choice
4. HOW DO WE STACK UP AGAINST COMPETITION : What is the choice of alternatives as seen by such target customers and where do we stack against them
   from the target customer’s point of view
5. BENEFITS :
   What motivates our customers to choose us & also see us better than competitors in terms of functional, emotional, sensory and experiential benefits
6. PERSONA : what values the brand upholds and what assumptions about the world it makes and what kind of a person the brand would be if it was to come alive?
7. PRODUCT  PHILOSOPHY : What philosophy do we use to develop our range of products? On what criteria we choose our products? In terms of features, packs, prices, experience ... etc
8. REASON TO BELIEVE / PROOF : What proof we offer to substantiate the benefits and brand experience
9. DIFFERENTIATORS : The single – or a maximum of 3 - compelling reasons  for the target customer to choose us over the competition
10. PROMISES : The single – or a maximum of 3 – core expressions that distil what we offer