Every strong brand stands for something—one differentiating attribute.
Some call it brand essence. Others call it the brand. Or any of these…
Your brand essence or core attribute gives your audience the primary reason to choose your brand over competitors’ brands. Your brand personality captures what your audience feels when they experience your brand.
Examples of well-known brands:
Volvo = Safety and reliability.
Tesla = Luxury and state-of-the art electric car technology.
Porsche = Sporty performance.
Lamborghini = Exotic luxury performance.
A brand becomes stronger… when you narrow its focus.
Tap into what your audience feels.
Be single-minded. Stand for something and own it. One word to describe your essence is ideal. Maybe two. More than two words indicates that the brand has no focus.
Because a brand (by design) delivers a unique experience, having no focus makes for a weak brand.
Your brand essence must be authentic and credible, or your audience will not believe you. To find out what your audience believes about your brand, ask them. How did people react to your car brand description during the ice-breaker? Did they believe you? Or was it a stretch for them? How hard was it for you to zoom in on the words you chose to describe yourself?
(It’s okay for the brand essence to be aspirational, but only if your audience believes you can deliver on the promise.)
Here are a few resource links to help:
Brand voice test: Do these words pass the sniff test? If people can't tell who's talking when your logo or trademark is covered, then your brand's voice is not distinctive enough.