The 9 Brand Keys
Posted: Tue Jan 28, 2025 6:57 am
In this framework, you take the following 9 steps in order.
1. Historical strength
Historical strength, also called root strength, refers to the foundation of the brand: where did the brand come from, what are its core values and what is the brand historically good at? It is about understanding the fundamentals and what your brand is built on. This component helps maintain the brand's authenticity and credibility.
2. Competitive environment
Understanding the competitive environment is the next step for positioning your brand. You analyze the market, competitors and trends that affect the brand. The goal is to determine how your brand can stand austria mobile numbers list out in a competitive market and what unique value it offers over competitors. Read how to conduct a comprehensive analysis in our competitive analysis knowledge article.
3. Target
The target audience is the specific group of consumers your brand targets. It is important to have a clear picture of the demographic, psychographic and behavioral characteristics of your target audience. We also recommend putting together buyer personas for your brand. This helps develop targeted marketing strategies and build a strong relationship with consumers.
4. Insight
Insight, consumer insights, is about gaining an understanding about the buying motivations and motivations of your target customers. Ask why a consumer wants to buy a product, but also why they don't want to buy a product. Also look at the latent needs and customer journey of your target customers. By responding to this and the attitudes of your target audience, you will be able to create relevant and appealing brand messages.
1. Historical strength
Historical strength, also called root strength, refers to the foundation of the brand: where did the brand come from, what are its core values and what is the brand historically good at? It is about understanding the fundamentals and what your brand is built on. This component helps maintain the brand's authenticity and credibility.
2. Competitive environment
Understanding the competitive environment is the next step for positioning your brand. You analyze the market, competitors and trends that affect the brand. The goal is to determine how your brand can stand austria mobile numbers list out in a competitive market and what unique value it offers over competitors. Read how to conduct a comprehensive analysis in our competitive analysis knowledge article.
3. Target
The target audience is the specific group of consumers your brand targets. It is important to have a clear picture of the demographic, psychographic and behavioral characteristics of your target audience. We also recommend putting together buyer personas for your brand. This helps develop targeted marketing strategies and build a strong relationship with consumers.
4. Insight
Insight, consumer insights, is about gaining an understanding about the buying motivations and motivations of your target customers. Ask why a consumer wants to buy a product, but also why they don't want to buy a product. Also look at the latent needs and customer journey of your target customers. By responding to this and the attitudes of your target audience, you will be able to create relevant and appealing brand messages.