Brand essence concept
Brand essence defines the core reason for the brand's existence (its raison d'être). Brand essence considers questions such as:
What is the brand's leadership domain?
What is the brand's core connecting message?
What would consumers really miss if the brand did not exist?
What would trade channels really miss of this brand did not exist?
What would the company really miss if this brand did not exist?
If this brand was our company, and if we pumped all our resources into it as our only brand, would its essence be transformable into a leading domain for one of our core spheres of business?
Essence can involve everything at the core of a brand which works to the brand's unique advantage in the marketplace.