Your brand essence is what your company or product represents to your consumers. It’s the core of how customers perceive you, and it drives their loyalty (or lack thereof). Think of it as the emotional appeal behind why customers purchase from you. It would be best if you mirrored brand essence in everything you do — from your marketing campaigns to the way you answer the phone. Customers should be able to identify your brand essence within seconds of encountering your company. You’re not sure if you have a vital brand essence? Keep reading for ten examples of brand essence done right.
Nike: “To Bring Inspiration And Innovation To Every athlete* In The World.”
Nike’s brand essence is all about empowering athletes. They want their customers to feel motivated and inspired to push themselves to be the best that they can be.
Apple: “Think Different.”
Apple’s brand essence is about thinking differently than the status quo. They encourage their customers to be original and think outside the box.
Coca-Cola: “To Refresh The World In Mind, Body And Spirit.”
What’s Coca-Cola? Well, they want to refresh your mind, body, and spirit. They want to be the drink that gives you a break from your everyday life and leaves you feeling refreshed.
Amazon: “Work Hard. Have Fun. Make history.”
Amazon’s brand essence is pretty straightforward — they want their employees to work hard and have fun. And they want to make history while they’re at it.
Samsung: “Inspire The World. Create The Future.”
Samsung’s brand essence is about inspiring the world and creating the future. They want their products to be at the forefront of innovation and change how people live their lives.
BMW: “The Ultimate Driving Machine.”
BMW’s brand essence is all about being the ultimate driving machine. They want their cars to be the best of the best in performance, design, and technology.
Lululemon: “To Empower Every Human To Live Their Fullest Life.”
Lululemon’s brand essence is about empowering people to live their best lives. They want their customers to feel confident and capable of taking on anything that comes their way.
Disneyland: “The Happiest Place On Earth.”
This well-known brand essence is pretty self-explanatory — Disney World wants to be the happiest place on Earth. They want their visitors to have an unforgettable time and to leave with memories that will last a lifetime.
Starbucks: “To Inspire And Nurture The Human Spirit — One Person, One Cup And One Neighbourhood At a Time.”
Who doesn’t want to be inspired and nurtured? Starbucks’ brand essence is all about making its customers feel good — one cup of coffee at a time.
Red Bull: “Gives You Wings.”
Red Bull’s brand essence gives you the energy and drives to accomplish anything. They want customers to feel like they can take on the world — with Red Bull by their side.
Now that you’ve seen some examples of brand essence done right, it’s time to start thinking about your company’s brand essence. How do you want your customers to perceive you? What drives their loyalty? Keep these questions in mind as you develop your brand strategy.