Brand essence is one of the key concepts in the field of branding , if you are not familiar with it, it is unlikely that you will be able to succeed in branding.
Of course, writers and thinkers in the field of brand have proposed this concept with different names. brand soul and brand core are among the names that are used synonymously with the concept of brand essence .
But the main word is what you expect from the word extract, which is nothing but the essence of a brand and what the brand comes to life with. Brand Essence includes all those things that if you take from the brand, the brand no longer exists.
As an example of brand essence, think of a brand like Apple. The Apple logo has changed many times and nothing important has happened. But if you take away the strong design and simple user interface from Apple products, there is nothing left of Apple. Therefore, it can be said that powerful design and simple user interface are part of the essence of the Apple brand.
As another example, think of the IKEA brand. Many features of this brand can change. But if you take the simple and minimal design from the products of this brand, what remains can hardly be called IKEA. So it can be said that the simple and minimal design is part of the essence of the IKEA brand.
Definition of brand essence
The essence of the brand is one or more features that are always and everywhere associated with the brand and are never separated from the brand, and if you take those features from the brand, nothing will remain of the brand.
The Brand Essence can be expressed in the form of one sentence or in the form of several attributes and characteristics. The number of these features should not be large and usually does not exceed four to five.
A simple question will help you extract the essence of your brand.
Suppose your brand name is X. Just ask yourself when X is no longer X?
For example, in the case of a brand like Google, ask yourself when Google is no longer Google. Any answer you give to this question represents the essence of the Google brand.
Brand Essence time
Brand essence always stays with the brand and does not change over time. That is why it is also called John Brand or DNA Brand.
For example, if a brand considers rebellion as its personality trait, this rebellion should always and everywhere be seen in the products and activities of that brand.
Similarly, if a brand considers being Iranian as a part of its essence, all behaviors, choices, and designs should be formed around this essence throughout time, from today until the day the brand is alive.
Or if we consider blackness to be part of the essence of the Coca-Cola brand, this brand has never, ever, the right to produce a colorless drink.
Of course, it is important to note that brand essence may not be eternal, but it is certainly the last thing that changes in a brand.
The originality of the Brand Essence
Brand Essence is not a claim. Rather, it is something that the entire existence of your brand depends on. So, be careful not to cheat others in defining and determining the essence of the brand and do not enter the imitation game.
The essence of the brand consists of features that you have to live with for a lifetime and maybe even sacrifice some opportunities and potential benefits for it.
The importance of brand essence
Over the course of its lifetime, any brand may come to the conclusion that it wants to broaden its umbrella and cover a larger territory.
This work takes place in the form of cooperation with other brands, offering new services and products, and entering new markets.
Note that when expanding, the essence of the brand must be taken into account and you have no right to engage in activities that question your essence of the brand.
So, when defining and determining the essence of the brand, do not list a long list of desirable and attractive features with your eyes closed. Consider things as the essence of your brand that you can stay in forever and make them the criteria of your decisions and actions.
As a simple example, if Digikala defines being online as part of its extract, it has no right to enter the field of physical sales under any circumstances.
Or if a publisher considers the publication of literary books as a part of his extract, he should be able to resist the temptation of entering the field of publishing scientific and specialized books.
The difference between Brand Essence and brand slogan
Sometimes brand essence is confused with brand slogan. The brand slogan may change from time to time. Also, a brand may choose different slogans in different markets. But the essence of the brand goes beyond these and remains constant and does not change over time, from one market to another and from one product to another.
Brand Essence for personal branding
Brand Essence makes sense for all types of brands, including personal brands.
By the way, this is a point that those interested in developing a personal brand or personal branding should pay special attention to. Sometimes, we see that different people try to build a brand for themselves by advertising and producing content and appearing in different programs. But usually what is gained in the meantime is simply brand awareness .
Everyone knows that such a brand exists. But if you ask them to describe the essence of this brand, they will be unable to answer and cannot say what the essence of that person’s personal brand is.
In the end, I would be happy if you share them with us if the brandy extract has one or more attractive features for you.
