Services

What is it and how is it different from your brand itself? Why is it important to you?

Design elements like your logo, brand colors, and typefaces serve to represent and establish your brand. You need a solid visual identity incorporated into all of your sales and marketing materials once it has been defined and developed. But a brand and identity are significantly more than just those things. Ongoing success in today's B2B and consumer markets, and general public interaction means building a genuine, long-lasting relationship with your customer base and the public is one of the most essential activities to be done.

Your essence, however, is your brand and identity taken to new heights.

Essence - the property or set of properties that make an entity or substance what it fundamentally is, and which it has by necessity, and without which it loses its identity… AND it’s how the property or set act in being, how they guide, what and how they convey to others, and so much more. 

Your company’s essence is the what and why of its being. The what and why? There is so much that makes up your it’s essence. Foundationally, it’s your company's core values and how they, as an interactive set, define who your company is, what it stands for, what its presence says, and so on.

Equally important to what it is and says, is how you want your customers to perceive it. It is powerful enough that it can become the emotional connection someone has with you or your company. It is in this connection that ignites the desire to be affiliated and involved with you, and maybe even to promote you or your products and services.

Essentially, your brand's essence is the soul and being of your brand and identity. It is the ideas, beliefs, and principles of your business that expose themselves sporadically in your business. It can elicit an emotional response from all that are aware of your business.

Consumers and the public do not interact and purchase goods and services from the “big brands”. People are becoming more aware of the people, processes and the intangibles behind the scenes. According to a recent report, 94% of consumers are inclined to remain loyal to a company that delivers total openness. 13% of customers said they would spend 31% to 50% more on goods and services if they thought the company was improving the world.

Many factors, ideals, events and such can dramatically impact customer and public interactions, transactions, and relationships. For example: Cancel culture has become a major factor in this. In terms of politics, equality, diversity, and the environment… consumers are researching and speaking up more and more about social responsibilities and personal & business practices.

Building personal or company loyalty and trust is a priority more than ever. Accomplish this by determining, shaping and demonstrating.

Here are some examples a brand’s essence:

• Disney = Dreams / Wishes / Magical

• Apple = Innovative

• Under Armour = Athletic / Motivational / Inspirational

• NorthFace = Outdoors / Adventurous

• Tom Brady = G.O.A.T

• Tony Robbins = Motivational / Inspirational

• Oprah = Success / Power

So, when someone thinks of you or your business, what comes to their mind? What is the feeling you want them to experience when interacting with you or buying and using your products or services?