Does your brand essence mean business?

By Louise Thomas, Brand Strategist & Naming Specialist

Crafting an effective brand strategy is one thing, but to truly make an impact, it needs to be put into practice. Unfortunately, many well-crafted strategies end up collecting dust, never to be implemented. So, how do you turn your brand strategy into a driving force that propels your business forward?

Brand strategy models come in many shapes and sizes, from the brand pyramid to the wheel, funnels, and more. While they all boil down to the same core elements of purpose, positioning, values, and personality, what many of them lack is the most crucial component of all: the brand essence. It’s the extra push where the strategy and planning take a creative leap. For us, this is one of the most enlightening and transformational parts.  

Your brand essence is the central idea that drives your business forward.

It simplifies your brand strategy into a few powerful words that embody its very essence. Examples of successful brand essences include Nike’s “Authentic athletic performance” and Volvo’s “Safety.” Your brand essence serves as an internal rallying cry, motivating your team to embody and live up to the essence of your brand.

Think Different.

The reason your brand essence is so vital for your business is that it translates your strategy into action in a clear and understandable way. To be successful it needs to be integrated into every facet of your business, from product development and marketing to customer service and corporate culture. By guiding all your actions and decisions, your brand essence becomes the driving force behind your business, ensuring that your brand is reflected consistently in everything you do. Apple is the gold standard, a brand that stands for individuality and creativity. Their brand essence “Think Different” has shaped the business, brand, and industry in ways others can only dream of. People don’t just buy Apple products; they buy into the idea of challenging conventions and pushing boundaries.

At Creatik, our brand essence is “Every. Day. Design. Excellence.” It’s clear, concise, and everyone knows what we’re going for. While brand essences are typically intended as internal drivers, in some cases like ours, they can be used as tagline. However, be prepared to go one step further in your thinking to make sure your tagline speaks to your customers’ desires, aspirations, and value drivers, as well as your internal audience.

When you distill your brand strategy into a clear and compelling statement, you set the stage for creating a brand that resonates with your audience and drives business performance, culture, experience and attitude. If you need help crafting your own brand essence, we'd love to help.