1. Brandkey – The secret to the success of the brand
What are brand keys?
Brandkey is a combination of "Brand" (brand) and "Key" (key). Simply put, it is the key to creating the brand of the business. Brandkey makes the difference of this brand with other brands, thereby affirming their position with customers is brandkey.
The purpose of a brandkey usually aims to:
- Build goals for businesses in brand positioning.
- Capture brand awareness in consumers' minds.
The importance of Brandkey in brand positioning
Development orientation: Every company and brand tries to build its own core value. To put it simply, the core value of a business is everything that company or brand tries to build. Brandkey appears to guide people to understand which path the brand is going, what they want when appearing in the market.
Consistency: Brandkey helps brands and businesses always have consistency and consistency before and after. Over time, brandkey helps the brand always have consistency in operations, ensuring that new employees or old employees can easily understand the style of the brand.
Concentration: All elements in Brandkey help to make the brand have a certain focus, thereby helping leaders identify ideas that help increase brand positioning, which ideas are redundant.
Inspirational: What the marketing team of a company does, in addition to advertising products and services to customers, is also inspiring employees in the company, inspiring brand messages. to customers. Brandkey is an effective way to inspire company employees as well as customers.
2. What elements constitute the Brandkey brand model?
To make a "key" for the brand needs a lot of factors, these elements are arranged in order, according to a certain principle to achieve the best results. A complete Brandkey model includes:
1. Root strengths
This is an important foundation of Brandkey - demonstrating the values and benefits that our brand has available, and the business we are relying on to develop. Root strengths are understood as the assets of the business. It ensures the values that customers remember first when thinking of the brand.
However, only long-standing brands that have been operating for a long time have Root strengths (which are always remembered by customers), and new brands do not yet have them. This is also a way to build a personal brand for the CEO when the brand is built from the CEO's mindset.
For example, Coca Cola's brand key has its root strengths as "family", meaning that the brand's products are aimed at all objects in the family, for meetings and reunions.
2. Competitive environment
The competitive environment is the competitive factors in the market such as the number of competitors, the potential of competitors, the strengths and weaknesses of the competitors and the position of the brand in the market, in the field in which they participate.
Analyzing the customer's perspective on this market, from which to see what competitors are on the same level as their brand and which are the leading brands to analyze is what needs to be done. This issue needs careful strategic research to make the right decisions. To have an accurate brand positioning strategy, sometimes companies need to understand their competitors as well as understand their own brands.
3. Target
The next element in the brand key model is to determine: Who is the target customer? What characteristics do these people have? What are their hobbies? These factors directly affect the ability of customers to receive products when considering consumer attitudes and behaviors.
Target is a group of customers whose brand is always the best choice. From there, the brand will largely revolve around products that serve that customer group.
4. Insight – Understanding consumers
All about learning about customers: What are their needs? What are they concerned about? What brand I have to meet that need belongs to customer Insight.
Brand Insight requires to be true every year and not out of date as at any time, every time customers have such demand. Continuously record customer feedback, find the most common points in content, from which brands will find their customer insights.
5. Benefits
Customers choose products of the brand, mainly based on the difference that the brand brings. The benefits of the product, what the product brings, the emotions and thoughts of the customer when seeing, buying and using the product all determine the ability to buy. Benefit is what companies build brandkeys to satisfy the needs of customers (whether emotional or consumer), they meet the needs of consumers.
6. Value, Beliefs and Personality
The difference, uniqueness, and uniqueness of the brand makes its own personality, it is as vivid as a real person. When building brandkey, you need to determine what is the brand value? Brand belief or motto? What personality does the brand have? Consumers approach their brand the same way they approach a human being with their own personality traits.
7. Reason to Believe
Companies need to determine the reason customers buy their products is because of the product (benefits, uses to meet their needs) or customers buy because of the brand (because they like the brand, so they support the product). or because of the price (good price so they choose). Why do customers buy their own brand instead of other competitors' brands in the market and vice versa?
8. Discriminator
Brandkey's distinguishing factor for customers to choose products of this brand over another is what customers see themselves as different from competitors. Based on customer insights, businesses will find out what their unique points touch consumer psychology to develop.
9. Essence
The core value of the brand will be the center so that all brand building and development activities revolve around it. All the factors mentioned above form a complete core value, thereby forming a complete brandkey for the companies. Sometimes a brand's core values are summed up in just one short sentence, but it conveys all that the brand wants to achieve.
Building a brandkey is an effective way to bring customers closer to you, along with the application of digital technology 4.0 in company operation and management will help you soon position your brand and develop in the field you follow.
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