Last week, we talked about using a SWOT analysis and developing your mission statement to help you establish your brand. The next step is to develop your brand essence and personality.
What is your brand essence? Your brand’s essence reaches the emotional chord within your target audience. To help you develop your brand’s essence, you should think about:
- How do people feel when they think about your brand?
- How do people feel when they have experienced your brand?
When someone thinks of Nike, they instantly perceive it as an inspirational brand, with the logo “Just do it” summing up everything the company stands for. The essence of BMW is driving pleasure summed up in the little word – joy. As the voiceover in one of their ads says, “We realized . . . that what you make people feel is just as important as what you make.”
What is your brand’s personality? A brand’s personality consists of characteristics that people can relate to. Think of how someone might describe who you are? Are you fun? Are you serious? Are you sincere?
In the end, your brand is offering an honest promise to consumers which, if you do not keep, will let others define who you are.