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Have you ever bought something just because a buddy was selling it?
Maybe you’ve even shouted out a friend’s new business on your Instagram to help spread the word.
We often find ourselves supporting friends in their business ventures
Funnily enough, we do this, if we don’t need what they’re selling.
Why?
Because we have a personal and emotional connection to them.
And this isn’t just about being nice—it’s at the core of what makes a brand resonate with people.
I want you to think about this for sec.
Branding isn’t just your logo or the colors on your website.
Sure, those are important, but in today’s market, it’s all about building genuine, lasting relationships with your customers.
It’s what turns a one-time buyer into a lifelong fan.
I’ve seen this firsthand.
My business has flourished largely because of the strong relationships we’ve built through consistent brand recognition and awareness.
This isn’t unique to us, either.
Many of my clients have experienced similar successes by genuinely connecting with their audiences.
Learn more: How you can develop your brand strategy for your brand
Brand essence, what is it?
When you think of a brand, do logos and slogans pop into your head?
Yes, of course,!
I can tell you those are needed. But, a brand’s essence digs much deeper.
Think of your brand essence as the heartbeat of your business—its core values, what you stand for, and the feelings you want to evoke in your customers.
If you are an early stage founder or entrepreneur, you may feel fuzzy on what your brand essence might look like.
And, that is normal.
To guide you, here’s some famous examples:
- Disney about Mickey Mouse. No, it’s about magic.
- Patagonia isn’t just clothes. No, Adventure and Social Issues are its thing.
- Nike we think of sneakers; No, it’s Athletics and Inspiration.
What we can see here is that your brand essence can often be distilled into just one or two words.
So, what’s the first word that springs to mind when people think of your business?
Why brand essence matters more than ever
It’s not just about what you sell anymore.
Your prospect will dig deeper.
They will look beyond your products or services to the values and practices that define your company.
I was reading a recent survey. It revealed that a staggering 94% of customers are more likely to be loyal to a brand when it practices full transparency.
Imagine that—nearly all consumers would stick with a brand just because it’s open about its operations.
Also, this is a crazy one, about 13% of shoppers are willing to pay up to 50% more for products or services if they believe a business is making a positive impact on the world.
Now is an era dominated by cancel culture, and believe me, that makes the stakes high.
Consumers today are quick to voice their opinions on a brand’s approach to social issues like politics, equality, diversity, and environmental responsibility.
So, how can you connect with your customers on a level that goes beyond transactions?
It starts with building trust and loyalty. You and your brand can start by openly sharing your core values and practices.
And what do we call this core identity of your brand?
That’s right—Brand Essence.
A deeper dive into understanding your brand essence
What makes your brand uniquely resonate with people?
Honestly, your services or products take second place.
Rather it’s about the feeling customers get when they think of your brand.
How to pinpoint your brand’s core emotion
Further to what I mentioned above about finding words for your brand, here are some additional points to think about.
- Start with the Basics: What are the key attributes of your brand? These are basic qualities or features that describe what you offer.
- Consider the Functional Benefits: How do your brand’s features benefit customers practically? This is about the direct advantages your customer gains from using your product or service.
- Capture the Emotional Connection: What emotions do your brand’s features and benefits evoke in your customers? This is where your brand essence begins to take shape, condensing into a few impactful words that resonate deeply.
Are you ready to define your brand’s essence?
Now that you know how it’s done.
Get on up and start crafting a powerful essence that truly captures the spirit of your brand!
If you are strapped for time and can’t DIY, bringing in a specialist can make all the difference.
As a brand strategist and storyteller, I’m here to help.
I can work with you to weave your unique values and emotions into a brand essence that speaks directly to your customers’ hearts.
Why not set up a time to chat?
Every minute you wait is a missed opportunity to connect more deeply with your audience. Schedule your free 30 min discovery call today.
The end game with your brand essence
When people encounter your brand, they should immediately connect with its essence.
Your endgame is:
Keep it short and sweet
Brevity is key. Take Nike’s “Just do it” as an example. It’s short, powerful, and memorable—an inspirational call to action that sticks with you.
Root it in authenticity
Any brand essence has to ring true, and authenticity breeds trust. I suggest you be real in your way, that resonates with your customers.
Ensure it stands out
Your brand should separate itself from others. Consider Airbnb, which doesn’t promise the elite status of a Hilton Honors program but instead offers unique, local experiences.
It’s about creating an indelible impression that says, “This is exactly who we are.”
What are some great examples of brand essence
I’ve put together some startup examples for you to consider:
- Slack: “Where Work Happens”
- Slack’s brand essence is all about making team communication seamless and efficient. It positions itself not just as a messaging app but as the central hub for workplace collaboration, setting itself apart from traditional email and other communication tools by emphasizing real-time interaction and integration capabilities.
- Casper: “The Best Bed for Better Sleep”
- Casper has revolutionized the mattress industry by focusing on the science of sleep. Their brand essence emphasizes comfort, innovation, and convenience. Unlike traditional mattress retailers, Casper simplifies the buying process with direct-to-consumer shipping and a focus on sleep technology, promising a better night’s sleep through meticulously designed products.
- Airbnb: “Belong Anywhere”
- Airbnb’s essence captures the idea of making anywhere feel like home. This contrasts sharply with the formal and often impersonal experience of hotels. By offering unique, personal accommodations around the world, Airbnb creates a sense of belonging and an authentic travel experience that traditional lodging options can’t match.
I hope these examples can help you find your brand essence to create a strong emotional connection with its customers. And, of course clearly distinguishing you in your market.
Final thoughts
As we’ve seen through examples like Slack, Casper, and Airbnb, the essence of a brand isn’t just a marketing slogan—it’s the heart and soul of your business.
It’s what makes you memorable and sets you apart in a crowded marketplace. Whether it’s transforming how teams communicate, revolutionizing the way we sleep, or making the world feel like home, these brands show us the power of a clear and compelling brand essence.
So, what’s your story?
Think about what makes your brand uniquely valuable to your customers.
How does it enhance their lives or change their world?
Remember, in the journey of branding, authenticity and distinctiveness are your greatest allies.
By staying true to your essence and consistently delivering on that promise, you build more than just a customer base—you create a community of believers.
Embrace your unique story. It’s not just about being different; it’s about being authentically you.
That’s how you leave a lasting impact, and make more sales in the process.
Have you got brand essence? Are you solid?
If not, I am here to help. Drop me a line or book a free discovery call to start working on your brand essence.