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Finding your brand’s essence

DESIGN & BRANDING | 02/23/2018
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Finding your brand’s essence is a process of discovering what your business is all about, its nature, qualities, and attributes. Overall what you stand for and your personality. It is the first thing a person might say to describe it.

"The Brand Essence is a two to three-word phrase capturing the "heart and soul" of the brand."
- Derrick Daye, Brand Strategist at the Blake Project

What is your brand's purpose?

Every brand makes a promise of what its attributes are but to be able to connect with your target audience you need a defining purpose that differentiates you from your competitors. Your brand needs to speak directly to your customers, solve problems and help them feel better through the decision making process. Hence your brand's defining purpose will convey the values you are trying to communicate. And ultimately the values that you share with your customers depend on how loyal they will stay with your brand. Some advice we wish to share: focus on benefits and explain the advantages you provide as a business.

What’s your story?

Your brand's story is made out of every element you choose: colors, logo, text, font, the staff you hire. A brand's narrative should be inspiring, and like any story, it is essential that it contains a plot with pivotal moments such as the introduction of the situation, conflict, and resolution. Furthermore, a captivating story can build a connection with your customers.

"Brand stories are not marketing materials. They are not ads, and they are not sales pitches. Brand stories should be told with the brand persona and the writer's personality at center stage. Boring stories won't attract and retain readers, but stories brimming with personality can."
- Susan Gunelius, President, and CEO of KeySplash Creative Inc.

What makes you different and unique?

How would you describe your brand if your brand was a person? You need to paint a vivid picture of it. Clients remember lively details, and by explaining them, you remind them why your product quality is excellent. What is makes you unique? How does your product or service make your client's life easier? Remember, the secret to telling your story lives in the details.

"Caress the detail, the divine detail."
- Vladimir Nabokov