The Brand Key Framework

The Brand Key framework is a proven, concise way to define brand positioning. At the company or organization level, we call it the North Star Positioning Key, a guiding compass that aligns everyone around a shared direction.

It can also be applied at the product or service level to sharpen how individual offerings compete and connect in the market.

The benefit of completing a North Star Positioning Key is clarity: it identifies your organization’s core value drivers and translates them into structured guidance. Each department can then build initiatives that support the overall positioning, creating stronger alignment and amplifying the value your brand delivers in the marketplace.