08. brand essence

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THARAKA DIAS MBA(USA), BBA(USA), Dip in Mgt, ACIM(UK), FAEA(Dip in AEA-UK), FinstSMM(UK), CPM(Asia), MSLIM

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Brand Essence by Tharaka Dias

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Page 1: 08. brand essence

THARAKA DIASMBA(USA), BBA(USA), Dip in Mgt, ACIM(UK), FAEA(Dip in AEA-UK), FinstSMM(UK), CPM(Asia), MSLIM

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Your brand’s essence — just one word that sums up how your brand connects emotionally with your customers

The reason: essence is an intangible The essence, on the other hand, is felt. Strong brands have well-defined, easily

grasped, simply obvious essences.E.G. Lacing up a new pair of Nike running

shoes feels inspirational Riding a Harley-Davidson motorcycle feels

liberating. 

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1. single-minded One word is ideal. Maybe two. More than two words indicates that the brand has no focus. As a brand (by design) delivers a unique experience, having no focus makes for a weak brand.

2. intangible One is no more independent on a Harley-Davidson motorcycle than another brand, but somehow one feels like it. Tap into what the consumer feels.

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 unique The essence of a brand is how it is different from competitors in the same category. E.g., ifApple (and its products) are friendly and approachable, then it is claiming that its competitors are not.

4. experiential The essence captures what the consumer feels during an experience with the brand. E.g., Driving a BMW – ultimate driving machine, sporty and sexy.

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5. consistently delivered If the proposed essence is not consistently experienced (e.g, if a trip to Walt Disney World isn’t magical), then it isn’t the essence. Can your organization deliver?

6. authentic The essence must be credible or the brand will be rejected. To find out what consumers believe about your brand, ask them. It’s okay for the brand essence to be aspirational, but only if your customers believe you can deliver on the promise.

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7. sustainable A brand’s essence is baked in. It doesn’t change. Ever.

8. meaningful There is no point in identifying an essence that is irrelevant to consumers. Essences that don’t connect are the reason behind many failed brands. Again, research.

9. scalable Will the essence work for brand extensions? Will it work as the brand’s opportunity grows?

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To unearth- consumer perception an in-depth interview could be carried out

f the brand were to come to life, what sort of person It would be

Using analogies – if the brand were a sport star, film star who would it be

If BMW died what would be said at the funeral Free association – Tell me first thing comes in

to your mind if I say……. Sentence completion – People like Mc Donald's

be cause…..

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“Maiden Voyage,,, Iceberg,,, not enough lifeboats.”

“Third place between home and work”

“The fastest burger anywhere in earth”

“Mint with a whole fresh breath”

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Try writing a 6 words which best sum up your brand or brand you work

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