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Brand building

Brand Key

Nine fields, one positioning — a Unilever classic.

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Visualization
ESSENCE ↑ROOTS ↓9
Essence
8
Discriminator
7
Reasons to Believe
6
Values & Personality
5
Benefits
4
Insight
3
Target
2
Competitive Environment
1
Root Strengths
What it is

A structured brand brief: from root strengths to essence at the centre.

When to use it

When creating or revising the positioning of a major brand.

How to apply

Fill outside-in. Every field must be short and evidence-based.

Source: Unilever / Strategy Deck

Related frameworks

Brand building
CORE1Why — Purpose2How3What4Activation & Measures

Brand Purpose / Golden Circle

Start with why. Authenticity starts at purpose.

Brand building
BrandIdeaPositioningPersonality + ValuesReasons to Believe

Brand Identity

The brand's promise to customers — a consistent set of associations.

Brand building
ResonanceJudgements / FeelingsPerformance / ImagerySalience

Brand Resonance Model (CBBE)

From awareness to loyalty in four stages.

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About:

Agencies execute. Consultants advise. And then everyone wonders why the two never add up.

Clues does both. We look for the clues that point to the right path, and then we walk it with you all the way. Because strategy without execution is just a well-paid hypothesis.

We put this library together because we see structured thinking as the foundation of success. Whether you're working on your next campaign or building a brand-new brand.

Share it, use it, build on it. The Clues team.