How Do You Define Brand Essence? 5 Examples

How would you describe yourself in less than five words? People’s personalities are built on these words. But for companies, they refer to the brand essence.

A brand essence is essential for creating a cohesive brand identity, creating powerful marketing campaigns, and connecting with customers. It is imperative for companies to communicate what matters most to them, since over 75% of consumers buy from brands sharing the same values.

It is only one aspect of creating a strong, memorable brand, but it sets the stage for all other aspects of your identity. A strong brand essence statement must be shaped before you design a logo or craft company values.

What is brand essence?

The essence of a brand serves as a foundation for the brand to appear consistent and authentic. Brand identity explains what a brand stands for, shapes its overall identity, and aims to evoke a particular thought, feeling, or emotion in consumers. It is usually expressed in two to three words.

Like people, brand essence can’t be fake. Consumers can tell when a brand isn’t being true to itself, which can hurt sales and long-term customer loyalty. That’s why companies use brand essence as a guidepost for all future branding efforts, from designing a logo to choosing images for a social media campaign.

Consider the brand essence statements of well-known companies:

• Airbnb – Belong Anywhere
• Patagonia – Responsible and Sustainable
• Starbucks – Rewarding Everyday Moments
• McDonald’s – Consistency
• BMW – Driving Pleasure
• Nike – Authentic Athletic Performance
• The Nature Conservancy – Saving Great Places

Importance of Brand Essence

Marketers know that strong branding can bring in customers and build loyalty. Its essence, however, is what makes people fall in love with a brand and choose it over competitors. Beyond driving sales, here’s how brand essence can elevate your business.

• It is much simpler to create values, to write mission statements, to develop taglines, to design new products, and to build marketing assets when your brand has a north star that guides its decisions. When your company lacks a clear brand essence, it can take more time than necessary to make key decisions. This can cause frustration for your team and confusion for customers as everyone struggles to understand what your brand truly values.
• Define your competitive advantage: Your brand can’t be everything to everyone, but a brand essence helps you figure out what target audience to focus on. For BMW, this means attracting buyers who want a great driving experience. But for Volvo, it’s finding customers who prioritize safety. Knowing your competitive advantage hones your efforts and makes it easier to show customers what sets your brand apart.
• Build trust: A study by Edelman found that 81% of consumers need to trust a brand before making a purchase. A brand essence can help build trust by highlighting the emotive and human elements of your brand. For instance, consumers trust Apple to “Think Different” because of its consistent branding and innovative product track record. When choosing your essence, consider words that reflect the brand and embody the human characteristics of your target audience.

Now that you understand how brand essence influences your company’s efforts and customers’ perceptions, let’s go through a few examples to inspire your brainstorming.

5 Brand Essence Examples

It’s easy to think of a favorite brand’s tagline or logo, but the brand essence isn’t always so obvious. As you look through the brand essence statement examples, see if you can connect the company’s spirit to its marketing campaigns, visual identity, or product offerings.

1. Dyson: “Efficiency”

Efficiency is the crux of Dyson’s DNA. The company that gave us the first bagless vacuum makes brand essence clear through its line of vacuums, hand dryers, hair care, lighting, and air cleaners. All of the products are designed to make customers’ lives more efficient by getting rid of cords and bags and combining multiple products into one.

2. Arc’teryx: “Unrivaled Performance”

Arc’tryx is a Canadian outdoor gear company that’s known for its high prices and high-quality products. The brand essence revolves around unrivaled performance, which translates into an innovative product design process that combines science, engineering, and craftsmanship. Not surprisingly, the brand is named after the first reptile to develop the feather for flight, furthering its core as a company that’s constantly evolving.

3. Trader Joe’s: “Outstanding Value”

Everything about this grocery store centers around providing customers with value — from the products offered in stores to the way it bargains with suppliers. Trader Joe’s takes value to heart, which is why it doesn’t offer coupons, loyalty programs, or membership cards. Instead, the brand outlines the steps it takes to keep costs low and shoppers happy.

4. Ralph Lauren: “Success and the American Dream”

What you wear matters to Ralph Lauren customers — it signals status and a commitment to the American Dream. The brand captures this feeling in its brand essence statement by focusing on the Lauren family story and creating ad campaigns that feel like snapshots into the life of America’s elite.

5. Adobe: “Creativity for All”

Creative thinking is at the heart of every Adobe product and campaign. Adobe has become one of the top choices for creatives, from product designers to web designers. It’s easy to see how creativity unites the brand’s identity and attracts anyone looking for design software.

 

It takes work to create a strong brand essence. Start by following the guidelines below.