Lead with Essence: Why Strong Brands Start at the Core

Quiz question: What is a brand without a genuine brand essence? Answer: Unfortunately very interchangeable! With all well-thought-out companies, you automatically have to think of a buzzword that is inevitably associated with them. Nivea, for example, automatically stands for care that our parents and grandparents already relied on. And this has been the case for over 100 years now.

In stark contrast, Red Bull, for example, is known like no other company for pushing the boundaries – roaring engines in Formula 1, daring parachute jumps or even the stratosphere jump! When we think of certain brands, the brand essence is inextricably linked to them. It is the factor that makes a company unique, special, differentiated, valuable and successful. Together with the brand voice, this defines the personality, sets the company apart from the competition and forms the basis for all activities.

Developing the Brand Essence – But How?

In the best case scenario, companies naturally know their product best and can clearly state the advantages over the competition, but also which values and vision are firmly rooted in it. None of this makes up the brand essence, but it provides the basis for it. Simon Sinek’s “Golden Circle” communication model can help to bring a clear structure with the right messages to all communication.

The focus should not be on the USPs, but on the vision or the “why”. This is what makes the brand a real love brand and not just one of many. The “how” and the “what” of the “Golden Circle” in turn stand for the implementation and effects that make the vision tangible. Companies must therefore consider why and with what overarching goal their product or service was created. The next step is to capture this idea in a concise term and memorable one-liner. This overarching message must then be reflected in both the company’s attitude and brand voice across all touchpoints.

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Next Step: Harmonizing Brand Essence and Communication

The brand essence is therefore the DNA of the company. Credibility is clearly important here. If we were to swap the brand essence of Nivea (care) and that of Red Bull (crossing the line), for example, even the most hardened fans would probably start to wonder. To ensure that the appearance, image, message and the actual offer are always consistent, communication professionals can create an internal toolbox with dos and don’ts for the general choice of words, a collection of claims including keywords, formal rules and even sample texts. This should be designed jointly and then used across departments.

Conclusion: A Love Brand Thanks to Unique Messages

Companies that cannot identify a clear brand core for themselves should take a closer look at their own product or service. They have to go on a search and find the special ingredient that sets them apart from the masses and binds the target group to the brand. This is where the vision can be applied. This is because most companies are founded with a clear objective. Once the brand essence has been found, the entire communication can be controlled in a more targeted manner – and with that certain wow effect!

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You can find out how brands stand out from the crowd in our article: “Wordplay recognition value: What brands use to advertise”