|
What is Brand Essence?
By Jules Sowder
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. About the Author This article was written by Jules Sowder, a brand marketing advisor with 20-years of experience developing strategic marketing and sales solutions for large corporations, start-up companies, and small businesses. She also has a resource web site to help marketers and trade show exhibitors maximize marketing and sales effectiveness: http://www.Trade-Show-Advisor.com
Article Source: http://www.simplysearch4it.com/article/31611.html
If you wish to add the above article to your website or newsletters then please include the "Article Source: http://www.simplysearch4it.com/article/31611.html" as shown above and make it hyperlinked. |
Some other articles by Jules Sowder | Wheel Chair Lifts Provide Greater Mobility and Independence A wheel chair lift can be pivotal in your ability to get out, move around, and enjoy life. There are handicap wheel chair lift models that help ...
Enjoy a Richer Quality of Life with a Mobility Scooter Thanks to tremendous advances in disabled mobility scooter design and technology over recent years, people who are physically challenged now can enjoy greater freedom and independence than ever before.
Disabled mobility scooters offer ...
Selecting a Wheel Chair Seat Cushion A seat cushion or cooling wheel chair pad is an important accessory for those who spend extended time in a mobility chair. Sitting for long periods puts people at risk for developing pressure ...
How to Use Trade Show Giveaways to Deliver Results At first glance, an exhibit hall seems like a treasure trove for prospecting. Yet, with all the distractions of the show and your competition ...
Achieve Stronger Trade Show Results by Leveraging the Potency of the Web You will achieve greater results when you incorporate e-marketing techniques in your trade show promotions before, during and after each event. Through web-driven strategies, you will increase exposure and message frequency to your target audience, which adds ...
How to Write a Powerful Marketing Plan: An Organization's Roadmap to Visibility and Success When taking a road trip to a new destination, smart travelers invest preparation time to identify the best route, make note of rest stops, research ...
|
|
| |
|
|
|