Brand Essence and its benefits in developing a business

Many business people see a brand from its name and logo. However, only a few have raised brand essence for awareness between a brand and consumers. Brand essence is the embodiment of the character felt by customers of a brand.

This experience can be built from customer experience with a brand. However, the brand itself can build it from scratch. With all the activities carried out, the company will form its own brand essence.

Later, customers will make perceptions without realizing it. So, how important is brand essence? Check out the presentation below!

Get to know the Brand Essence

Unlike names and logos, brand essence is intangible. You also cannot sell or transfer this ownership to someone else. Brand essence is like the soul that appears when someone hears the name or interacts with a company.

This soul is also the reason why customers want to use a product. A strong brand essence will make a brand immediately in people's minds when talking about a product.

Just mention it when you talk about carbonated drinks. Most people would mention Coca-Cola and Pepsi. However, the essence of each brand is different. Coca-Cola brings a perception of cheerfulness in its products. Meanwhile, Pepsi brings a fiery youthful spirit.

In other words, this essence brand brings uniqueness that can differentiate it from the others. Not only that, a brand must be consistent in carrying this message in each of its products. When things are sustainable, customers will take the message well.

Benefits of Building Brand Essence

Building a brand essence is the same as building the brand itself. The following are the benefits of brand essence for companies:

1. Makes marketing easier

When the brand essence has been built, it will be easier for the company to carry out marketing. The reason is, people already know the emotional message that is being conveyed. There is also a big possibility of winning the hearts of customers so they want to use the product in the future.

2. Build emotions

A person's emotions can make them closer to a product. When someone feels inspired by an Adidas product, he or she will probably keep using that product.

It could be that these customers will find it increasingly difficult to switch to other products, such as Nike, Reebok or New Balance. Customers will return to buying products from the same brand when the old product is no longer suitable for use.

3. Maintain consistency

Consistency in business can be achieved with a strong brand essence. This will also have a good impact on sales as well as being able to compete with competitors. A brand essence is also a promise from the company. When Volvo puts forward the tagline "safety", this company really promises safety when driving its cars.

4. Can meet consumer expectations

Now there are many companies competing with the same product. Customers will be faced with gimmicks and price wars. Unfortunately, this is no longer effective in winning loyal consumers. By utilizing brand essence, companies can build relationships at a personal level with their consumers, thereby creating consumer loyalty.

Those are the benefits you can get from building an essence brand. Building it will also have an impact on the company you run. Also get more knowledge from the Strategic Brand Management Program from Prasmul Eli.

You will gain knowledge about the importance of a brand as a business asset. There is also knowledge about strategies for building a business to make it bigger and develop.