{"id":7252,"date":"2022-03-01T10:00:00","date_gmt":"2022-03-01T09:00:00","guid":{"rendered":"https:\/\/www.sortlist.com\/blog\/?p=7252"},"modified":"2025-08-27T00:03:53","modified_gmt":"2025-08-26T22:03:53","slug":"brand-key","status":"publish","type":"post","link":"https:\/\/www.sortlist.com\/blog\/brand-key\/","title":{"rendered":"What’s a Brand Key Model? 2023 Guide to Positioning Your Brand"},"content":{"rendered":"

It is often a challenge for companies that have numerous products, such as multi-brand groups, to present and position themselves as a unified brand.<\/p>\n

Fast Moving Consumer Goods (FMCG) producers like to use the brand key model<\/strong> to raise their profile to customers. The brand key model is a slightly more modern and detailed alternative to Esch\u2019s Brand Wheel, which can also be used to analyze the brand model of different brands in several categories.<\/p>\n

For successful brand positioning<\/u><\/a> and brand management<\/strong>, it is essential to know your competition. It is equally important to know your own brand and, above all, your own customers.<\/p>\n

To see this side more clearly, the brand key model<\/strong> is a good tool. The Brand Key can also help in the search for the right positioning in the midst of a confusing and sometimes over-saturated market.<\/p>\n

Defining the Core Ideas of the Brand<\/strong><\/h2>\n

What does your brand stand for? What are its values and morals? You should be able to describe both what your brand creates and stands for in a single sentence to create its \u201cgenetic code\u201d.<\/p>\n

A brand\u2019s \u201cgenetic code\u201d can be found everywhere from its brand positioning<\/strong> to product development. From its visibility, the “genetic code” of your brand should therefore create a brand essence<\/a>.<\/p>\n

If you want to define your brand essence<\/a>, it\u2019s worth asking yourself three questions:<\/p>\n

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  1. What are your goals?<\/li>\n
  2. What exactly do you do?<\/li>\n
  3. How do you do what you do?<\/li>\n<\/ol>\n

    Brand Key: Brand Positioning of the Profile as a Successful Positioning Model<\/strong><\/h2>\n

    Once you have defined your brand DNA, four elements for branding<\/a> follow directly.<\/p>\n