The easy way to find your brand essence
Your brand essence is the sweet spot where the unique elements of your brand intersect. It will be a precise statement pinpointing the core of your brand. It is the shortest, cleanest description of who you are.
It’s really a compass that will guide all your brand communication.
Here's how you find yours;
Product/Service Profile
Create a short list of the most striking characteristics of your product or services.
Consumer/audience profile
Think about the general profile of your target audience. Who are they, and where are they found?
Product/service benefits
Explain the key benefit (or benefits) derived from the product or service. Consider what really differentiates your firm.
Consumer/audience benefits
What benefits are most likely to be felt by your prospective audience? It may help to actually picture a person saying this statement.
At the intersection of these legs, you’ll find your Bold Brand sweet spot. From here, you will be able to craft a precise statement that captures the core essence of your brand, i.e., your brand essence statement. It is the shortest, cleanest description of who you are.
As an example, let's take a look at what a Blue Bay brand essence would look like.
Product/Service Profile
Blue Bay provides 360° brand development, management and organisational transformation for a select few clients.
Consumer/audience profile
We work with start-ups, small-medium enterprises and small businesses.
Product/service benefits
We create authentic brands that connect with target market at every single touchpoint.
Consumer/audience benefits
Working with us is a stress-free experience. We handle every aspect of your brand and work with your team to manage all the different ways your target market interacts with your brand.
When we put it all together, our brand essence looks like this:
Need assistance finding your brand essence? We're here to help.