Capturing and Leveraging Brand Essence

Brand Essence is a way of articulating the emotional connection and lasting impression -- usually summed up with one simple statement or phrase -- that defines the qualities, personality and uniqueness of a brand. Said another way, Brand Essence characterizes what a brand stands for in the minds of customers and stakeholders. It embodies the brand’s core competencies, advantages, culture and values.
Think of Brand Essence as the heart and soul of a product or service. A brand’s essence establishes a positive, powerful connection with everyone with whom it touches. It represents the relationship and intrinsic value the brand provides to the customer. For those who serve the brand, it is a beacon that motivates and inspires continued commitment.
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