Imagine your brand as a movie, and your audience as a film critic who wrote single-word reviews. What would you want them to say about you? What would be that one big word in quotes on your matinee poster, summing up how your movie made them feel?
That’s your brand essence. It’s the promise you make to your audience, the idea that your brand provides a specific unique experience. It’s something your consumer relates to, understands, and desires on a fundamental level.
Harley-Davidson is rebellious.
Corona is relaxed.
Home Depot is capable.
What are you?