Brand essence is one of the key concepts in the field of branding, if you are not familiar with it, it is unlikely that you will be able to succeed in branding.
Of course, writers and thinkers in the field of brand have proposed this concept with different names: brand soul, brand DNA and brand core are among the names that are used synonymously with the concept of brand essence.
But the main word is what you expect from the word essence:
the essence of a brand and what the brand comes to life with. Brand essence includes all those things that if you take from the brand, the brand no longer exists.
As an example of brand essence, think of a brand like Apple. The “Apple logo” has changed many times and nothing important has happened. But if you take “strong design” and “simple user interface” from Apple products, there is nothing left of Apple. So it can be said that “powerful design” and “simple user interface” are part of Apple’s brand essence.
As another example, think of the IKEA brand. Many features of this brand can change. But if you take “simple and minimal design” from the products of this brand, what remains can hardly be called IKEA. So it can be said that the simple and minimal design is part of the essence of the IKEA brand.
What is brand essence?
The essence of the brand is one or more features that are always and everywhere associated with the brand and are never separated from the brand, and if you take those features from the brand, nothing will remain of the brand.
Brand essence can be expressed in the form of a “sentence” or in the form of “multiple attributes and characteristics”. The number of these features should not be large and usually does not exceed four to five.
Kapferer helps you extract the essence of your brand with a simple question.
Suppose your brand name is X. Just ask yourself: When is X no longer X?
For example, in the case of a brand like Google, ask yourself: When is Google no longer Google? Any answer you give to this question represents the essence of the Google brand.
Brand extract is independent of time
Brand essence always stays with the brand and does not change over time. That is why it is also called “brand DNA”.
For example, if a brand considers “rebelliousness” as its personality trait, this rebellion should always and everywhere be seen in the products and activities of that brand.
Similarly, if a brand considers “Italianness” to be part of its essence, then all behaviors, choices, and designs throughout time, from today until the day the brand lives, must be formed around this essence.
According to Kapferer:
ّIf we consider “blackness” to be part of the essence of the Coca-Cola brand, then this brand has never, ever, the right to produce a colorless drink (so being black is not part of the essence of the Coca-Cola brand).
Of course, David Acker makes this definition a little softer and says:
Brand essence may not be eternal, but it is the last thing that changes in a brand.
Brand extract must be original
Brand extract is not a “claim”. Rather, it is something that the entire existence of your brand depends on. So, be careful not to copy from others and do not enter the imitation game in defining and determining the brand extract.
The essence of the brand consists of features that you have to live with for a lifetime and maybe even sacrifice some opportunities and potential benefits for it.
Even in brand expansion, brand essence becomes important
Over the course of its lifetime, any brand may come to the conclusion that it wants to expand its brand and cover a larger territory.
This work takes place in the form of cooperation with other brands, offering new services and products, and entering new markets.
Note that when expanding, the essence of the brand must be taken into account and you have no right to engage in activities that question your essence of the brand.
So, when defining and determining the essence of the brand, do not list a long list of desirable and attractive features with your eyes closed. Consider things as the essence of your brand that you can stay in forever and make them the criteria of your decisions and actions.
As a simple example, if Amazon defines being online as part of its essence, it has no right to enter the realm of physical sales under any circumstances.
Or if a publisher considers the publication of literary books as a part of his extract, he should be able to resist the temptation of entering the field of publishing scientific and specialized books.
Brand essence is different from brand slogan
Sometimes brand essence is confused with Brand Tagline or Brand Slogan. The brand slogan may change from time to time. Also, a brand may choose different slogans in different markets.
But the essence of the brand goes beyond these and remains constant and does not change over time, from one market to another and from one product to another.
Is the brand extract meaningful for the personal brand?
Yes. Brand extract has meaning for all types of brands, including personal branding.
By the way, this is a point that those interested in developing a personal brand or personal branding should pay special attention to. Sometimes, we see that different people try to make for themselves by advertising and producing content and appearing in different programs. But usually what is gained in the meantime is just brand awareness.
Everyone knows that such a brand exists. But if you ask them to describe the essence of this brand, they fail to answer and cannot say what the essence of that person’s personal brand is.
