At the foundation of every brand is the essence of what that brand is and perhaps more importantly WHY it is. A brand’s essence, or DNA as some call it, is the basis for any and all of its marketing strategies. Companies that follow a clearly mapped out structure of what a brand is (and equally important, what a brand is not) will create superior messaging that can live on for years, or even decades.
Let’s take a quick peek at brands that have consistently done it right. Everyone knows exactly what these brands stand for at their core.
• Harley Davidson
• Coca Cola
• Corona Extra
But brands need not be huge in order to understand and harness the power of great branding. In fact, all of the above examples began with a product that was marketed to a desired consumer. Yet with a strong and consistent voice that clearly resonated with consumers, each became giants in their respective categories.
Branding is at the very essence of WHY a brand exists.
What is a Brand’s Essence? Brand Essence is the single intangible attribute that differentiates your brand from competitive brands as perceived by the audience.
Brands must do everything in their power to avoid confusion as to what a brand is or stands for. The absence of a brand essence will allow consumers to set the understanding of who you “are” and how it wants to be viewed.
A properly positioned brand essence does more than help solidify a brand position. It provides a strategic epicenter for all future branded messaging (story telling) for all marketing materials. It is a “roadmap” that provides direction and focus for all consumer touch points.
For example, recently Marketicity worked with the National Corn and Ethanol Research Center to find their brand essence. They extended the positioning of their brand essence through the development of key marketing support materials to promote this one-of-a-kind research facility.
At Marketicity, we are all about Moving Brands Forward. If you have doubts as to if your brand is positioned properly, read more next month to learn how we can help you Move Your Brand Forward. Or better yet, contact us today!
Marketicity is a marketing services firm whose team members have delivered successful campaigns and have been Moving Brands Forward for some of the best-known brands in their categories – both locally, regionally and nationally. We’re proud of our work but even more proud that our clients are proud of the work produced for their brands. Want to learn more about how we can help you “move your brand forward”? Simply give us a call or visit our Contact Us page. We look forward to hearing from you.