By Katrina Kirsch

If you had to describe yourself in less than five words, what would you say? For people, these words are the foundation of a personality. But for companies, they refer to the brand essence.

All successful businesses have a core spirit that makes up the soul of the brand. At Dyson, it’s efficiency. At Disney, it’s magic.

Defining brand essence is essential for building a cohesive brand identity, creating impactful marketing campaigns, and connecting with customers. Considering that over 75% of consumers buy from brands that share the same values, it’s important for companies to signal what matters most to them.

Brand essence is just one part of creating a strong, memorable brand, but it sets the stage for every other aspect of your identity. So before you design a logo or craft company values, you have to understand what brand essence is and how to shape a strong essence statement. (Don’t worry, there are plenty of examples along the way to inspire your brainstorming). Let’s get started.

What is brand essence?

Brand essence is the soul of a brand and acts as a foundation so the brand appears consistent and authentic. It defines what a brand stands for, shapes the overall identity, and aims to invoke a particular thought, feeling, or emotion in consumers. Typically, it’s expressed in two to three words.

Like people, brand essence can’t be fake. Consumers can tell when a brand isn’t being true to itself, which can hurt sales and long-term customer loyalty. That’s why companies use brand essence as a guidepost for all future branding efforts, from designing a logo to choosing images for a social media campaign.

Consider the brand essence statements of well-known companies:

• Airbnb – Belong Anywhere
• Patagonia – Responsible and Sustainable
• Starbucks – Rewarding Everyday Moments
• McDonald’s – Consistency
• BMW – Driving Pleasure
• Nike – Authentic Athletic Performance
• The Nature Conservancy – Saving Great Places

All great brands have a distinct essence that keeps customers coming back. Brand expert and author Kevin Keller refers to this as a “brand mantra” and says its purpose is to “define the category of business for the brand and set brand boundaries. It should also clarify what is unique about the brand. It should be memorable…it should be short, crisp, and vivid in meaning.”

If you create a brand essence that’s unique and leaves a lasting impression on customers, you’re sure to see a number of benefits.

Importance of Brand Essence

Most marketers know that strong branding can bring in customers and build life-long loyalty. But its essence is what makes people fall in love with a brand and continually choose it over competitors. Beyond driving sales, here’s how brand essence can elevate your business.

• Inform brand decisions: It’s much easier to create values, define a mission statement, write taglines, design new products, and build marketing assets when your brand has a north star guiding every decision. Without a …read more

  Source:: HubSpot Blog

        

  

  Author: Aaron