The 7 essential ingredients of a strong brand essence are: Single-minded – a brand essence must rely on just one absorbing thing to say about the brand otherwise it will lack focus. It’s not written to pamper the clients desire for a list of apparently inadmissible features. Unique – we notice what is different about something; not what is the same. At the heart of a strong brand is how it is different from competitors. We don’t buy a dress because everyone at work is wearing it. Experiential – a brand essence captures what the consumer feels during an experience with the brand. It’s a consumer’s definition; its not internal jargon. Relevant – the essence must be relevant to the consumer – a brand’s essence must be desirable and vital. It’s what matters to them; not what you say it is. Consistently delivered – If the core audience doesn’t consistently experience it then practically it isn’t the true essence. The character of a brand must be consistently represented across all company operations and marketing mediums. Authentic – the brand essence must be believable or the brand will be rejected. Its allowed to be aspirational as long as the consumer believes you can deliver on the promise. Consumers expect the truth and the real thing from brand owners. Durable – the brand essence will stand over time. It doesn’t change. Ever. Logos may come and go, packaging may change but the brand essence remains. 퍼온건데... 저장할때가 마땅치않군..
Posted on: Mon, 24 Mar 2014 00:33:07 +0000
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