It’s no secret that branding is very important in business. But crafting your brand properly is one of the most difficult tasks. So many people get it wrong. They create a brand that doesn’t feel authentic, which means their audience won’t know who they are or what they do.
The greatest place to start for most companies is with their brand essence. It’s helpful to think of it as the foundation for your entire brand growth. All brand elements are produced and developed from a brand essence, which can be utilized as a foundation to build upon throughout time. Taglines, logos, brand voice, and brand personality are all examples of brand elements that will be easier to produce once a brand essence has been identified.
Detailed below are some mistakes companies make with their brand essence.
Mistake #1: Not having a brand essence at all
Your brand essence is essentially the core of your brand. It is what your brand is all about. It is what differentiates your brand from other brands. If you don’t have a brand essence, it’s like you’re a person without a personality.
What is it you stand for? And how do you define this essence? Your brand essence is the essence of who you are, your unique position in the market, your team, products and services. Let’s dive into exactly what these elements are and how they help define your brand.
What is it you do differently than everyone else? A vital aspect of creating a brand that stands out from its competitors is to define this unique position you have in the market. It’s how your brand has differentiated from other brands. It’s what sets you apart from them. The law of authenticity dictates that within all human interactions one must stand out from the others to simply be themselves. Your unique brand position defines what you stand for and how you act. This is why having a strong brand positioning statement can give your customers tangible value and establish your unique position in the market.
The differences between a brand essence and a unique selling proposition, or USP, are vital to comprehend. Any quality or attribute of an object or service that distinguishes it from competitors is referred to as a USP. It emphasizes the distinct advantages that clients will receive if they choose your product over a competitor’s.
Mistake #2: Having a brand essence, but not defining it clearly
Brand essence expresses your brand’s emotional side. Every company’s brand has a backstory, and you’ve probably heard a couple of your own. Consider some of your favourite companies, whether they’re B2B or B2C, and why you feel a strong sense of loyalty or enthusiasm for them. In your industry, how does the brand address crucial issues? Why does the organization behind the brand continue to offer helpful answers and deliver the best possible service to its customers? Focus on the “why” and “how” of your brand, not just “what” it does, to grasp its core.
True, your marketing agency may not have an elaborate backstory for your brand, but that isn’t necessary. Rather than getting caught up in the historical aspects of your company’s story, the “how and why” statements are what gives your brand essence the emotional resonance it requires. It demonstrates to your target audience and existing consumers that your company is aware of their problems and is constantly working to solve them in a helpful, comprehensive approach.
Our brand essence is what tells your customers that they are more than simply another contact on your list; they are essential to you. You are concerned about their needs and will continue to offer them useful solutions and nurturing content. Whether you have repeat customers, active subscribers to a certain service, or a long-term client, the relationship you build with them is important. The way your clients perceive your brand on a professional and personal level is determined by its essence.
Mistake #3: Lack of consistency in visual branding
Finally, we’ve got to talk about the importance of consistency in visual branding. Whether you’re using social media or email marketing or sending out a brochure, you want to make sure that your logo and your visuals are consistent. It’s a must if you want to gain trust with your audience. The key to a brand’s success is its uniqueness. By articulating your brand’s identity and placing it in the context of appropriate communication channels, you ensure that it aligns with your target audience. It is essential to not only generate content but also to make sure that it is engaging and consistent with the core objectives of your organization!
Your brand elements can be built to match your brand essence once you’ve identified them. Your website, logo, and brand voice are all examples of brand aspects. All of this must allow your brand’s personality to shine through. Telling your company’s story is an excellent method to start getting your brand essence across. Make it clear to your customers who you are and what you stand for. Tell your brand’s story and explain why people should be interested in you and your company.
Your brand is the vision you communicate through your visual identity, as well as through your actions and campaigns. Your brand conveys what you stand for, how you want to change perception and what your value is. And it’s shown through the consistency of design, messaging and materials in all of your marketing channels: brand guidelines, usage guidelines, social media presence and website. Your brand is not just a logo or a statement of ethos or values.