Defining Brand Essence in Your Digital Marketing Company

By Philip BerardoOct 25, 2019

 

image credit: Artur Szczybylo/shutterstock.com

When thinking of the term “essence,” it’s helpful to compare it to the people you interact with on a daily basis. A person’s essence acts as their defining character—their personality, personal drive, and emotional tone all help to make this up. Now, compare this to the way your marketing company describes its brand. You may have a few specific adjectives such as fearless, inspiring, or bold.

Your brand essence is a defining trait that makes your brand not only resonate with your audience but also stand out from competitors. Here’s how your marketing company can define its brand essence.

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Are You Following These 6 Keys to Developing Your Brand Essence?

By PJ MolskiApr 29, 2015

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?

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