What is your Brand Essence?

A Brand Essence is a short three or maximum four word message, generally personalizing the brand with a ‘quality’ describing what a particular brand signifies. A Brand Essence should clearly signify boundaries of the brand. It is what you find at the core of your brand that makes your brand unique, special and different from your competition.

Often brand essence, like brand promise, is mistaken to be a message meant for external communications, which is not true. A Brand Essence, like Brand Promise is meant to be a internally communicated synonym of your brand for your employees to spread across.

A Brand’s essence may not necessarily be a phrase. It could rather be a set of a few shortlisted traits of the brand in guise of words. That being said it is, at the same time, essential that these traits be restricted to two-to-three words to ensure your employees clearly understand and are able to recite your brands core values aka Essence. This also obviously implies that top management of your company must make sure that the company’s internal branding is as clear and precise as the external branding, because if your employees (especially the ones who directly liaise with your consumers) don’t understand the brand’s core values how could they be expected to communicate with these values to your consumers.

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