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All about brand essence

05 October 21

Creating a comprehensive and long-lasting brand is not only about having a memorable brand name and visual elements. It needs to have strength, a definite direction, and emotional connections with target audiences. To ensure those attributes in your brand, you will need a brand essence, the first building block of all brands. Hence, what is a brand essence, and what is its role?

Brand essence is the heart and soul of your business. A single word or short phrase turns brands into entities, giving them depth, authenticity, and personality. Tying together the goals, values, and product or service a business offers, the essence defines a brand and becomes its most important aspect. Unchanging brand essences become the base of a brand, resulting in abiding brand values and long-lasting brand architectures. 

Through its essence, every brand differentiates itself to stand out in the competitive market. BMW distinguishes its business from competitors with the essence “Driving pleasure”, showing their quality and emphasizing their desire to make buyers satisfied. Make your brand essence as original and relatable as possible to ensure the strength of other branding elements. 

It’s also what your brand offers in a nutshell. The essence must align with customer experiences whenever they purchase a product or service of the brand. Disney uses the word “Magical” as its brand essence to convey their mission in delivering fun, fulfilling dreams, and making the impossible possible. “Magical” is also supported by Disney’s branding strategies, products, and customer service, making the brand essence their core as well as promise.

With a unique and relevant essence, your business will have a strong brand and be distinguishable. A single word or short phrase can perfectly describe your business and the customer experience you wish to deliver. Ensure your brand essence is like no other by consulting with a trustworthy and reputable brand agency. Come and enlist Milestone’s help; it is the time to create your captivating brand essence!