Browse Definitions :
Definition

brand essence (brand mantra)

Contributor(s): Matthew Haughn

Brand essence, also known as a brand mantra, is a short statement that expresses the core of what that brand represents or the image it seeks to project. A brand essence statement is often just two to three words. Although formats can vary, the statement's tone is most important. A statement usually uses a series of adjectives to describe a brand and may or may not contain the brand name. The athletic apparel company Nike, for example, may use statements like "Authentic athletic performance" or "Nike is inspirational."

A brand essence expresses emotional and intangible associations that try to inspire a connection between the customer and a brand, which can take the form of the general sentiment that the brand inspires. A company’s tag line is often its brand essence statement and, as such, integral to brand recognition.

Criteria for a brand essence statement include:

  • A single-focused message.
  • Differentiation of the brand from competitors.
  • An evocation of customer experience with the brand.
  • Consistent delivery.
  • A representation of the reality of what a customer might feel.

Marketing teams put time and deliberation into selecting the terms used in a brand essence. A marketing team finds terms that describe sentiments experienced when using a product. Laddering is a process used to come up with a brand essence. When laddering, brands are typically examined and attributes are selected from what the brand’s features imply. Attributes are considered the bottom rung of the ladder. The functional benefits that those attributes bring are examined for the second rung of the ladder. The third and final rung involves an examination of the emotions that the benefits bring to a customer.

The language in a brand essence reflects the particular company and its products and, as such varies a great deal from one company to another. Harley-Davidson might choose liberation as one of its terms whereas Palmolive might choose cleanliness. A business chooses a brand essence based on the consistent experience it delivers and the emotional response it evokes in its customers. Through this consistency and the emotional response, it seeks to interest new customers that are attracted to those qualities and to reinforce brand loyalty in existing customers. Marketers usually put considerable time into creating a new brand essence statement for rebranding efforts.

This was last updated in July 2017

Continue Reading About brand essence (brand mantra)

Start the conversation

Send me notifications when other members comment.

Please create a username to comment.

-ADS BY GOOGLE

Extensions de fichiers et formats de fichiers

Motorisé par:

SearchCompliance

  • risk management

    Risk management is the process of identifying, assessing and controlling threats to an organization's capital and earnings.

  • compliance as a service (CaaS)

    Compliance as a Service (CaaS) is a cloud service service level agreement (SLA) that specified how a managed service provider (...

  • data protection impact assessment (DPIA)

    A data protection impact assessment (DPIA) is a process designed to help organizations determine how data processing systems, ...

SearchSecurity

  • cybersecurity insurance (cybersecurity liability insurance)

    Cybersecurity insurance, also called cyber liability insurance or cyber insurance, is a contract that an entity can purchase to ...

  • phishing

    Phishing is a form of fraud in which an attacker masquerades as a reputable entity or person in email or other communication ...

  • cybercrime

    Cybercrime is any criminal activity that involves a computer, networked device or a network.

SearchHealthIT

SearchDisasterRecovery

  • business continuity plan (BCP)

    A business continuity plan (BCP) is a document that consists of the critical information an organization needs to continue ...

  • disaster recovery team

    A disaster recovery team is a group of individuals focused on planning, implementing, maintaining, auditing and testing an ...

  • cloud insurance

    Cloud insurance is any type of financial or data protection obtained by a cloud service provider. 

SearchStorage

  • NVMe over Fabrics (NVMe-oF)

    NVMe over Fabrics, also known as NVMe-oF and non-volatile memory express over fabrics, is a protocol specification designed to ...

  • logical unit number (LUN)

    A logical unit number (LUN) is a unique identifier for designating an individual or collection of physical or virtual storage ...

  • CIFS (Common Internet File System)

    CIFS (Common Internet File System) is a protocol that gained popularity around the year 2000, as vendors worked to establish an ...

Close