Capterra Glossary
Brand Essence
Brand essence is a short description—generally about three to five words—that describes a companyʻs identity, values, and fundamental nature. Not to be confused with a brand slogan, a brand essence defines a company’s competitive advantage, and helps guide marketing decisions. Therefore, an organization’s brand essence is often authentic to the brand and believable by both customers and their workforce. For instance, Nike’s brand essence is ʻAuthentic Athletic Performance.’ Their brand essence has influenced their company slogan ʻJust Do It’ and fully encompasses the distinctiveness of their brand.
What Small and Midsize Businesses Need to Know About Brand Essence
The main goal of most growing corporations is to scale up their business, which is only possible if they can successfully spread brand awareness. This is why a strong brand essence serves as the backbone of a good branding strategy. Small and midsize businesses that have a strong brand essence and utilize it in their marketing efforts can better attract customers and increase their revenue.