Billy Blanks
Before defining your brand essence, you must first understand what we call a brand essence.
Your Brand Essence is a simple sentence that summarizes everything that your organization is. It captures your brand experience. It defines your purpose. And every aspect of your organization – especially your marketing – should exude your Brand Essence.
In its simplest form, your brand essence can be defined by filling these spaces.
______________ _____________ Is all about.
The first area is relatively simple to fill in. It's just the name of your brand. In Depending on your organization, it is the name of your organization or name of the product or service you are marketing.
For a professional services organization, the first space is filled with the name of the company.
42Fish's all about _________________.
Jones, Smith and Washington are all about ____________________.
For consumer products, the first space is normally filled with the product name.
Dr Pepper is all about _______________.
Speed Stick is on ________________.
(In such cases, consumers do not care what company that manufactures or sells the product. The consumer cares only about the product.)
For some organizations, whether the mark in question is the product or the company can be a difficult process. In some cases, you will need define the essence of the company and the product, then you must make sure that everyone involved understands where the essence of the corporate brand is your guiding factor (mainly in the way you conduct business as a business) and when the product brand essence must take precedence (for example, when you're marketing a product you sell).
The second area is on the delicate part. It would be fairly easy to complete with some half-thought-out response as a categorical definition of what you sell, but would not do anyone any good.
For example, one could say that 42Fish is all about marketing, advertising and design.
However, it is neither useful nor motivating.
To be truly effective declaration brand essence, your sentence must be experienced, emotional, evocative, esoteric and exclusive.
Experiential
Your brand essence is to capture the tangible and intangible experience that a member of your target audience will have when working with you or with the help your product. Is it fun? Education? Well organized? Extremely personalized? Fast? In depth? Advisory? Building confidence? Heart warming? Your experience may be all, some, or none of these examples. You simply decide what the experience is – or what you want it or – and then make sure that your brand essence it takes.
Emotional
Although many of us say we make all our decisions based on logic, research and past experience, emotion plays a huge role in every decision we make. We let to buy socks, buy a new camera or computer, selecting a supplier of raw materials, the choice the amount to donate to a charity, or even decide how to vote on election day, our decisions are always influenced – At least in part – by our emotions. Your brand essence can be an important aspect of building an emotional connection with your audience that will lead to customers long term.
Evocative
Your brand essence should allow members of your target audience think a little. When people see or hear anything associated with your brand, you want them to feel good moments, past and future success, refreshments, sunsets Sun, victories at the last second, being the hero, the steadfast love of a faithful dog, homemade chip cookies Chocolate, a sense of accomplishment, or some other memory or image that creates a positive association between your brand to your customers mindset self-image or world view.
Esoteric
If your brand essence is too simple, it will not mean anything, and it is likely need to change as technology and the marketplace evolve. To be both effective and timeless essence of your brand should be less obviously not related to a specific attribute, difficult to pinpoint, and something that makes your audience feel a little in the elite "well done". By making your brand intangible promise you to add something to your brand, raising it above the mark of your competitors and help you go beyond a straightforward comparison of price, features or benefits.
Exclusive
Exclusive, we are not talking about a particular product feature or benefit that none of your competitors can offer – and that will probably change over time. We are talking about something that nobody else is something that nobody else is talking, something that is unique in the fabric of your organization product or service. Your brand essence is to deliver a message, once you have said, no other organization can say anything even close enough, without encountering as a copycat.
And one last thing to keep in mind: Your brand essence is an internal instruction. Do not worry about it sounds like your audience, in most cases they will never hear. The purpose of a brand essence is to have a simple statement you can use to judge each decision you make – from the title and the photo of an advertisement, your dress code for employees or message on your voicemail. Everything you do and say should exude your brand essence.
What do you think?
Please share any comments or thoughts you have on this item
or a related topic by email Feedback@42Thoughts.com.
We'll post reader feedback http://www.42Thoughts.com.
Brad is the chief creative strategist at 42Fish, a creative solutions firm that specializes in marketing, advertising, and design. 42Fish works with a wide variety of clients to create desired reactions. For more information about 42Fish or Brad Dresbach, please visit http://www.42Fish.com
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