Brand essence concept

Helena Rubinstein

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.