Brand Essence

Brand Essence is a way of articulating the emotional connection and lasting impression -- usually summed up with one simple statement or phrase -- that defines the qualities, personality and uniqueness of a brand. Said another way, Brand Essence characterizes what a brand stands for in the minds of customers and stakeholders. It embodies the brand's core competencies, advantages, culture and values. Think of Brand Essence as the heart and soul of a product or service. A brand's essence establishes a positive, powerful connection with everyone with whom it touches. It represents the relationship and intrinsic value the brand provides to the customer. For those who serve the brand, it is a beacon that motivates and inspires continued commitment. Brand Essence should be viewed as long-term positioning. It is reflected in the quality and evolution of a product, how it is communicated and marketed, the type of care and concern customers receive, and the way stakeholders support the brand. For example, Hallmark uses the phrase, Enriching Lives to capture its Brand Essence and company culture. Enriching Lives represents the basis for how Hallmark serves customers, develops its products, communicates in its marketing, merchandises stores, and creates a positive work environment for employees. Hallmark's Brand Essence permeates every aspect of the company and business. And it has continued to serve the brand over time. Harley-Davidson's Brand Essence has created a fiercely loyal customer base that connects to the brand emotionally. Harley-Davidson's image doesn't merely reflect the quality and design of its motorcycles. Rather, the brand is best known for the value it places on nonconformity and self-determination. That's why buyers believe that owning a Harley makes a powerful, empowering statement to others that they live life on their own terms. And who can resist that? Determining and capturing Brand Essence involves extensive research with customers and non-customers to acquire a keen understanding of needs and desires. Other research is also needed in the market, among competitors, and with internal audiences to further serve in the development of the positioning message. A research company with expertise in customer-driven branding and messaging can facilitate this process and provide the expertise needed for this critical component in your brand's evolution and success.

9 criteria for brand essence:

just one word that sums up how your brand connects emotionally with your customers. Identifying it sounds simple enough, right? After all, you know your business. You know your audience. But articulating how they feel about your brand in an authentic and meaningful way is often challenging. Few get it right. The reason: essence is an intangible. The features of a brand, e.g. lightweight, fast or blue, are tangibles. Easy to sense, describe, measure and compare. The essence, on the other hand, is felt. Lacing up a new pair of Nike running shoes feelsinspirational. Riding a Harley-Davidson motorcycle feelsliberating. Experiencing Walt Disney World with your children feelsmagical. Strong brands have well-defined, easily grasped, simply obvious essences. It should be easy to figure out, but getting there takes soul searching. To get it right, one must know how your consumers experience your brand. To help those who participate in determining a brands essence, here are the primary criteria. Test your essence against them. 1. single-minded One word is ideal. Maybe two. More than two words indicates that the brand has no focus. As a brand (by design) delivers a unique experience, having no focus makes for a weak brand. 2. intangibleOne is no more independent on a Harley-Davidson motorcycle than another brand, but somehow one feels like it. Tap into what the consumer feels. 3. unique The essence of a brand is how it is different from competitors in the same category. E.g., if Apple (and its products) arefriendly and approachable, then it is claiming that its competitors are not. 4. experiential The essence captures what the consumer feels during an experience with the brand. E.g., Driving a Volvo makes me feel that my family is safe. 5. consistently delivered If the proposed essence is not consistently experienced (e.g, if a trip to Walt Disney World isnt magical), then it isnt the essence. Can your organization deliver? 6. authentic The essence must be credible or the brand will be rejected. To find out what consumers believe about your brand, ask them. Its okay for the brand essence to be aspirational, but only if your customers believe you can deliver on the promise. 7. sustainableA brands essence is baked in. It doesnt change. Ever.

8. meaningfulThere is no point in identifying an essence that is irrelevant to consumers. Essences that dont connect are the reason behind many failed brands. Again, research. 9. scalable Will the essence work for brand extensions? Will it work as the brands opportunity grows? How does your brand essence measure up to these criteria? What other criteria do you use? Note: As organizations rarely publish their brand strategies, the examples above have been deduced by me based upon available marketplace evidence