What's up brand builder Stephen Houraghan here at BrandMasterAcademy.com and in this video you're
going to learn what brand essence is and how to create it so you can find the spirit of your
brand and use that to better connect with your audience and to make better strategic decisions
now if you're new to the channel and you want to build brands that go beyond the visuals using
strategy psychology and creative thinking then you're in the right place hit that subscribe
button and the notification bell if you want to fast track your results make sure you grab the pro
brand strategy blueprint it's a free download and the link is in the description now every company
in the world has some kind of solution that is what they sell that is what they promote but
advertising with features and benefits and trying to connect through features and benefits is no
longer enough anymore we're very connected with the brands that we do business with today we're
very selective we're much more selective than we used to be with the brands that we do business
with so brands today need to connect on an emotional level so what is brand essence well any
brand is made up of a bunch of intangible elements so the position in the mind of the audience
is intangible the personality of the brand is intangible and the brand essence goes one deeper
because it goes into the spirituality of the brand and the intrinsic nature of the brand now if you
ask any person to describe another person they'll probably describe their visual appearance or their
behaviors or even their values but if you ask them to describe the soul or the dna of the person
it's a lot more difficult to do that but it is the soul and the dna of the person that drives
the behaviors and the appearance and the values of that person and it's the exact same in branding
it's not easy to define the brand essence but it is the brand essence that drives the behaviors
the appearance and the values of that brand now as jeff bezos once said a brand is what people say
about you when you're not in the room so your brand is your reputation or a perception that
lives in the mind of the audience now if a person finds it difficult to describe the soul and the
dna of a person that's all right but they do take that into account if they're describing the visual
appearance or the values of a person they take into account their soul and the type of person
that they are the dna of that person and it is the same with a brand you might describe a brand's
appearance or a brand's behavior or its values but if you know that brand if you've experienced that
brand you take into account its soul and its dna as well so what is the definition of brand essence
well the definition of essence is the intrinsic nature of something which determines
its character now if you translate that into brand essence it's the intrinsic nature of a brand that
determines its character now the intrinsic nature of somebody then leads into traits that they
display so if you think about the intrinsic nature that would be loyalty anybody with loyalty would
also have similar traits that they display similar traits within their behaviors such as reliability
dependability trustworthiness now any strategic brand is all about alignment so these similar
traits that stem from the intrinsic nature may become the values of the brand but it is important
that the brand essence as in the intrinsic nature of the brand is defined in isolation so as you sit
down to develop a brand from scratch there will be many elements that will need to be developed and
it's important that they are done in chronological order there's no point in going and defining your
positioning strategy before you've determined what your purpose is or what your mission is and
there's no point in determining what your purpose or what your mission is until you've determined
what your brand essence is now brand essence is very intangible it is quite hazy and quite vague
and it can be difficult to discuss brand lessons with some clients if they're not that way inclined
we're all different as people and some people are far more spiritual than other people but it's also
fair that if a person has a deep connection with their spirituality and they understand
why it is that they're here they understand their intrinsic nature then they have a lot more clarity
about what it is they want to do what it is they want to achieve and what goals they want to meet
so it is really important to understand the spirit of your brand so that you can get that clarity and
that alignment throughout every other element within your brand now once you have defined that
essence the best way to communicate that essence is through emotions if you want to understand how
to connect with your audience through emotional branding then this video will give you seven tips
on how to do exactly that until next time brand like a master and i'll see you in the next video