essence, brand essence

The term essence is the abstraction that audiences take away after experiencing the brand. It describes the fundamental, timeless elements ascribed to a brand.

The essence is stated in a word or, a phrase. If you must use more than a brief phrase to describe the essence you have not identified it.

The brand essence you identify should be true of the brand as well as the sub brands. It elicits an emotional benefit.

For example, the essence of the Target stores’ brand might be described as “cheap chic”; the emotional benefit might be the ability to look stylish and trendy, even on a budget. The company reinforces the brand essence with trendy, iconic advertising, packaging, retail design, and stylish, but affordable, merchandise.

It’s also important that the brand essence has been consistently present since the beginning of the brand, otherwise, customers, employees and partners may be confused by what the brand is intended to represent, or feel that it is misleading or untrue. Authenticity, clarity and consistency help to reassure customers, employees and other stakeholders that they can trust the brand to deliver what it claims to deliver.

Identifying the Brand Essence
First, make sure that you understand the brand essence from the standpoint of the customer. Utilize a combination of techniques, from surveys to focus groups to interviews to help identify the essence. Avoid confusing customers with marketing lingo; instead ask them in ways that are understandable to laymen.

Explore the history of the brand; what was the early brand intended to communicate to stakeholders. Look at early advertising, communications, etc.

Consider the changes occurring in the industry; what are the characteristics of successful brands within your  industry?

Criteria for Evaluating the Brand Essence

Ask these questions to ensure that you’ve identified an effective and authentic brand essence:

1. Is it simply stated from the customer’s point of view? You should be able to describe the essence in a way that even a nonmarketer can understand.
2.  Is it one word, or at most, a short phrase? If it requires explanation, then you’ve got some work to do.
3. Is it honest and authentic? It’s okay to be aspirational, but don’t try to make your brand into something that it’s not.
4. Is it true of the brand as well as sub-brands? Brands and sub-brands are part of the same ‘family’; as such they share the same brand essence (DNA).
5. Is it relevant across geography?  Don’t assume that customers will react the same way in different parts of the country or different parts of the world.
6. Does it enable growth? Think to the future – will the essence be as meaningful then as it is now?
7. Is it potentially ownable? Does a competitor lay claim to the same essence? If so:
• Does it tap into a higher-order emotional benefit?
• Has it been present from the beginning of the franchise?  Try to identify an essence that is true of the brand since its beginnings to leverage employee, partner and customer perceptions of the brand.

Identifying the brand essence isn’t easy. But once you have, you’ll find it will help your evaluate the appropriateness of your brand strategy and tactics.

See also:
brand defined
captive brand
store brand, private label
national brand
positioning statement
point of difference
pain point
target audience
frame of reference
reason to believe
portfolio architecture
commoditization
brand architecture
  

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