Listen up kids! Today we’re talking about brand essence. No, it’s not a new fragrance from Calvin Klein or the latest scent from Yankee Candle. BTW have you checked out some of those Yankee Candle scents? I don’t know about you, but I don’t want my place smelling like an orange creamsicle.
Brand essence is two or three word phrase that defines a brand’s core values and attributes. While it may be short and sweet, this mini-maxim establishes a cosmic connection with everyone it touches. It s succinctly summarizes a brand’s fundamental nature while giving it voice and personality.
Powerful examples include:
Nike: Authentic Athletic Performance
Disney: Fun Family Entertainment
Starbucks: Rewarding Everyday Moments
Hallmark: Caring Shared
The words should be simple, powerful, and permanent. Much like a person’s core personality traits, a brand essence statement encapsulates the most important qualities of a brand such as:
- A distinct set of benefits that are meaningful to the customer
- Competitive differences
- A promise of value
- A pledge of reliability, caring, and assurance
As the world becomes more digital and impersonal, it’s vital that your brand be built upon a foundation of emotional truths consumers can feel and embrace. A clear brand essence statement strengthens consumer loyalty and helps navigate every decision and communication influencing brand perception. It will bring a new level of clarity and definition to your brand by connecting you with consumers on a profound level.