Every brand has a story, tell it well and you’ll give your customers a reason to believe and better yet, to buy.
Volumes have been written about how to build a strong brand, but where should you start? While there many ways to develop strong brands, there is a common DNA that runs throughout all successful brands — a strong, well thought out and clearly defined brand essence.
The brand essence is the most elemental part of your brand. It is the single attribute that differentiates your brand from the competition as perceived by your consumers.
When developing your brand essence avoid pages of flowery adjectives or a thesis
on process or place. Instead concentrate your efforts on writing a succinct one or
two sentence encapsulation of the most important guiding principal or attribute of
your brand. Even better if you can do it in one or two words!
Seven criteria for developing a successful brand essence:
- Unique – be different than your competitors
- Focused – 1-2 sentences at most.
- Consistent – leverage your brand’s essence throughout all touch points.
- Authentic – your brand’s essence must be credible and real.
- Experiential – Tap into what your consumer feels and is passionate about. Create an emotional connection.
- Sustainable – Your brand’s essence must remain constant. It must never change.
- Scalable – Make sure your brand’s essence will allow your brand to grow over time.
Leveraging your brand essence:
The most successful brands not only define their brand essence, they leverage it throughout all their communications; wearing it like a badge of courage: clear, simple and authentic — taking your consumer from awareness, to trial and ultimately to advocacy.
How To Communicate Your Brand’s Essence — The Importance of Storytelling.
Once you’ve defined your brand’s essence, you need to find a way to communicate it clearly and consistently to your consumers. The most successful brands leverage storytelling to do this. Storytelling takes the consumer on an emotional journey – appealing to their wants, needs and desires – all while telling them about the product.
It weaves together the brand’s essence, benefits and marketing message to create an emotional and cognitive connection with the consumer. Effective storytelling positions the brand in direct correlation to the target consumer’s lifestyle, beliefs, interests and aspirations, taking the consumer from awareness, to trial, and then to advocacy.
Latest posts by David Schuemann (see all)
- 5 Trends in Craft Spirits Packaging - February 6, 2019
- Branded House vs House of Brands for Alcohol Beverage Branding - June 19, 2017
- The Importance of Establishing a Marketing Plan & Budget for Alcohol Beverage Branding - March 31, 2016