Brand Essence
Brand essence is at the heart of a combination and emotional brand elements, it is the DNA of the brand, it is the reason the brand exists distilled into a single word or short statement.
Brand essence is at the heart of a combination and emotional brand elements, it is the DNA of the brand, it is the reason the brand exists distilled into a single word or short statement.
The essence must be:
Thinking brand essence - think:
Products change, logos may change but the the brand essence should go on as long as the brand's reason for being remains.
- Credible
- Relevant
- Able to support a competitive position
- Applicable across all facets and aspects of the brand
- Able to be brought to life
Thinking brand essence - think:
- Nike, Authentic athletic performance
- Volvo, Safe
- Disney, Magical
- BMW, Driving pleasure
Products change, logos may change but the the brand essence should go on as long as the brand's reason for being remains.