brandkey sample revised

Brand Key

22ndFebruary, 2011

Introduction

Brand key builds on & replaces the Brand Positioning statement.

Brand key is ENTIRELY consumer focused.

Brand key helps to:- Understand your brand as consumers see it.

- Identifies the discriminator that adds most value to the business.

- Acts as a guide for future actions.

- Acts as a single point of reference for all brand related actions.

2Brand Key – Himani NROFebruary 22

Brand Key

WHAT IT IS NOT!

It is not a bureaucratic exercise.

It is not designed to constrain and police people.

Its sole concern is the brand’s positioning.


Brand Key - Components

1. COMPETITIVE ENVIRONMENT- Describe the marketplace.

- Describe emerging threats/opportunities.

- Go beyond research documents.

- Describe in relation to the COMPLETE competitive set.

- Helpful to describe market characteristics.

- If the price is a critical component, describe the value segment your brand is competing in.


Brand Key Components

1. COMPETITIVE ENVIRONMENT Examples

SWATCH: Competes with economy watches and fashion accessories.

DOVE BAR: Competes most directly with premium/upper-mass soaps (Nivea, Olay) and facial washes and trades women up from regular soaps.

ABAYA: Any independent designer in the middle east who is known in this market largely through word-of-mouth.

Any abaya boutique store in the region.



2. TARGET

- Describes the situation or person for which the brand is BEST CHOICE.

- Note that in communication, the target may not be the chooser!

- The tighter the target, the stronger the appeal.



2. TARGET - Examples

MCDONALDS: Appeals to the child in all of us.(i.e. to all children all of the time and to all grown-ups, some of the time).

DOVE BAR: Women 30-50, beginning to feel the effects of dry skin. They are pragmatic bar/soap users but still want the best care.

JIF CREAM: Women who invest financially and emotionally in their homes. In particular, self confident, open-minded women.

ICBINB: Women who love the taste of butter but don’t want the guilt.

ABAYA: Traditionally and culturally proud women who make a statement about who they are, and represent themselves elegantly, everyday.

Appeals to the style icons in each of us.



3. INSIGHT

- Consumer Insight is the key source of inspiration for successful marketing activity.

- It comes from understanding, and must lead to action.



3. The meaning of INSIGHT / noun (New Oxford Dictionary)

– Internal sight, mental vision. Also understanding, wisdom.

– Seeing below the surface (literally, ‘to see in’)

– Penetration (into character, circumstances, etc.) with the understanding.



3. INSIGHT (cont’d)

– Here we use ONE SINGLE ASPECT out of the totality of understanding.

– Must give us clear competitive advantage by identifying a specific way that the brand can:

a) Solve a problem or

b) Create an opportunity



3. INSIGHT (cont’d)

Brand Insights are:– Unique

– Must relate to needs that are important and enduring (i.e. avoid fads of the moment)

– Highly creative

– The source of the greatest competitive advantage

– Combine category and consumer in a new fresh way.



3. INSIGHTS – Examples

DOVE BAR: Soap cleans, but leaves the skin feeling dry and tight, not at its best.

JIF: Keeping the surfaces of my home looking good is part of making it a nice place to be. However, thorough cleaning can damage these surfaces.

Mc DONALDS: Each of us have a child in us that is waiting to break out.

AXE: The mating game is a major pre-occupation for young men. Feeling, looking and smelling good are essential to success.

GILLETTE: Grooming is an essential part of daily life for every male.

ABAYA: Every woman has the frequent urge to indulge in retail therapy but

may not always be able to act on it.

There is a lot of regional talent, that deserves to be showcased to the world and

many women who appreciate this talent would like the opportunity to show it off



4. BENEFITS

– Either a solution to a consumer’s problem

Or– A way to improve some aspect of their lives.– Strong brands provide more than just the generic benefit – to

differentiate them from competition eg. “Buying a Rolex has nothing to do with telling time” (consumer quote)

– If you have many benefits, prioritize them according to their distinctiveness to the consumer.

– Strongly contradictory benefits are not credible

eg. “the strongest cleaner” cannot really co-exist with “soft & gentle”



4. BENEFITS – Examples

DOVE BAR:- Won’t dry my skin like soap- Makes skin noticeably softer & smoother- Helps you feel more feminine- Rewards you with understated indulgence

AMEX:- Makes you feel a part of an exclusive world of privilege.- Offers unmatched service for card replacement.



Abaya:– Gives consumers access to exclusive designs– Gives regional talent a platform to showcase their designs– Wide range of designers to choose from– High quality guarantee (from 3abaya.com)– Ease of selection and purchase– Secure credit card transactions– Delivered to your doorstep– Beautifully packaged– Platform for the designers to promote their work



5. VALUES & PERSONALITY

Values : Describes what the brand stands for.Personality : How the brand behaves. This includes

the style of communication to the audience.

Helpful Hint: If the brand was a person:- What kind of person would it be.- What would this person believe in.



5. VALUES & PERSONALITYExamples

AXE: Surprising, Masculine, Authentic, Individual, Unpretentious, Cool

MARLBORO: Masculine, Freedom, Adventure

LEVIS: Rebellious, Sensual, Being Cool.

LIPTON: Confident, Cosmopolitan, Discerning, Sociable, Contemporary, Approachable.

ABAYA: Strong, Bold and Powerful, Independent and Individual, Fashionable, Ethical, High Quality

Note: To avoid ambiguity, make descriptions absolutely clear, and if necessary, add clarifying comments.



6. REASON TO BELIEVE• Having a fabulous benefit is of no use, if it is not believed by

consumers !!• This is the critical evidence to the consumers why your brand is

better than others.• It can include:

- Product details- Formulation details- Who recommends it- Opinion leaders- Who sponsors / associates with it- Heritage / expertise

• How will you justify the brand’s benefits to a consumer• What are you putting forward as proof



6. REASON TO BELIEVE – Examples

LEVI’S:– Worn by style leaders around the world.– 1854 heritage– Rugged product features (stitching, rivets)

DOVE BAR:– Indicts soap with clinical proof.– Contains ¼ moisturising cream– Conviction of users (testimonials)



CLOSE-UP:– Contains fresh flavours– Contains micro-whiteners– Contains long lasting mouthwash– In a transparent gel

ABAYA:– High quality materials– None of the designers sell in ‘High Street’ shops– Online portal with a growing customer base– Ease of payment using Paypal


Brand Key – Himani NRO 21


7. DISCRIMINATORThis is the “Point of Difference” for the brand that will make the consumer want to buy it.

IT IS YOUR UNIQUE SELLING PROPOSITION

• It is “consumer speak”.• It is coded in ONE BRIEF SENTENCE.• It takes from earlier elements and draws from this richness of

understanding.• It is what will make the consumer want to buy the brand.

Make choices Make sacrifices

To achieve brevity

February 22

Brand Key – Himani NRO 22


7. DISCRIMINATOR – Examples

DOVE BAR: One version can be …….“Dove is a premium / upper mass beauty bar and facial wash forwomen aged 30-50 beginning to feel the effects of dry skin. It won’t dryyour skin like soap does, because it contains ¼ moisturising cream”

However, a BRIEF version, in consumer language is:“(ONLY) Dove is different. It won’t dry my skin like soap can, becauseit contains ¼ moisturising cream.

ABAYA: Only Abaya brings the designers and the consumers togetherin one portal to create a world of exclusivity

February 22

Brand Key – Himani NRO

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8. ESSENCE“The most important and distinctive feature of something which

determines its identity.”

THIS IS THE GENETIC CODE FOR THE BRAND

- One word or a few words.- Must be a single thought.- Must be easy to recognize in every aspect and activity of the brand.- Every extension must be true to this essence.- Must be expressed simply, must be easily understood.

February 22

Brand Key – Himani NRO

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8. ESSENCE – Examples

DOVE : Function, enriching femininity

LUX : Dreams of beauty

CLOSE-UP : Confident closeness

VIRGIN : Robin Hood

JIF : Iron fist in a velvet glove

AXE : Axe grooms men to seduce

BUD : American camaraderie

ABAY : Abaya Therapy !

February 22

brandkey sample revised

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