Brand Essence
Brand essence is simply your brand in its most pure form. Without any other unescarry elements or contamination. It is the most significant element, quality or aspect of your brand. Your brand essence is intangible for your audience, unique to your brand and most importantly, unchanging and consistent throughout.
What is the feeling evoked in your customers and employees when they hear your brand name or experience your brand? Brand essence is the emotional benefit your customers receive.
Brand Essence Examples
Volvo - Safety
Disney - Magic
Apple - Innovation & Simplicity
Ferrari - Excellence
Nike- Inspiration & Innovation
Hallmark - Caring
Brand Essence That's Different
Your brand essence can significantly differentiate your brand from any other!
Coca-Cola VS Pepsi Brand Essence
Coca-Cola & Pepsi both offer similar products and have the same target audience, however their essence differs. People feel happy when they think of Coca-Cola and experience the brand, whereas people feel youthful when they think of Pepsi and experience the brand.
Characteristics of Brand Essence
Unique: Your brand essence is the unique quality that makes up its entirety and helps your brand distinguish itself from others in the market.
Intangible: Your brand essence isn’t a tangible property like the price and product features. It’s an elusive feeling.
Refined: Your brand essence is free from any other elements. It can be refined to its most pure quality. It can be described within 1-3 words.
Meaningful: Your brand in its most pure form is extremely potent and has significant meaning to your audience.
Consistent: Your brand essence is consistent in every interaction of the brand with the customer.
Sustainable: Your brand essence is constant, resilient, and sustainable. It is the purest quality of your brand and If everything was stripped from your brand this quality would still sustain its existence.
Unchanging: Everything in your business may change, but your essence remains unchanged.
Scalable: Your brand essence is the same and consistent throughout your entire brand and thus it is scalable as your business grows.
Create Your Brand Essence
Most businesses focus on what they have.
Most businesses focus on what they do.
The World’s Greatest Brands focus on what they are.
The essence of your brand is directly related to Your brand’s be-ing.
What your brand is be-ing is the most essential to your brand.
What is essential to your brand is it’s essence.
What is your brand be-ing?
I AM _______
Examples:
I AM Love
I AM Joy
I AM Wisdom
I AM Peace
I AM Creativity
I AM Inspiration
Your brand’s essence is essential to your brand.
Formula:
I AM ________
Create your brand essence in your BrandPlan
