You know that feeling when you use a well-designed object, and it just works correctly and feels great? That feeling is the BMW brand essence.īMW makes all of their product and strategic decisions by asking the question: “will this make the experience a pleasure for our drivers?” Where Audi has pushed its technological advantage, and Mercedes has gone for status, BMW singularly focused on making their experience in the car thoroughly pleasurable. The brand essence of BMW is driving pleasure. The driving experience is when you can best notice that feeling of a BMW. There is a quality to everything BMW does that is impossible to ignore. The Bayerische Motoren Werke is defined by more than the car’s kidney-shaped grills and six-cylinder engines. We are going to go through eleven examples of brands with well a well-defined brand essence. Just shoot for that essential feeling.ĭon’t worry if you are struggling with the concepts. Once the brand essence is nailed down, it is easy to write tag lines, design brand marketing campaigns, and make product decisions. While brand essence is a hard concept to grasp and even harder to define for your own brand, it is worth it. I am worth it, and I want people to see it.” For example, L’Oreal defines their brand essence with thoughts a woman would have when looking at herself in the mirror: “I’m a beautiful, independent, and powerful woman. It is best distilled into a word that describes a feeling, but sometimes it is best expressed in a phrase, story or photo. Brand essence is harder to define than product features and functional benefits. Most large brands define their brand essence in their brand style guide. It’s the main idea that holds the rest of the associations together.” This center is the brand’s core meaning or essence. You can think of these associations as planets that orbit around a central nucleus. These associations are built over time through every experience the consumer has with the brand. “In my book, Brand Seduction,” Daryl Weber of Zero Mile Brands told BMB, “I show that brands exist in the unconscious mind as a wide array of mental associations. Quiksilver = Spirit of Outdoor Activity.Brand essence has to come from an authentic place a company cannot ‘fake it’ with any consistency. It is a long term, repeatable emotion the brand can illicit in customers. You know that feeling you get when you use the products of your favorite brand? That is its brand essence. All valuable brands have a distinct essence. Brands with a clear essence are the ones we remember.īrand Essence is the reliable feeling customers come to expect when they interact with a particular brand. There is an emotional nucleus that every element of the brand revolves around. I often get subtle eye roles from the decision makers for the brands I work with when I ask questions like: “if your brand were a car, what make would it be?” The men and women in my office are probably thinking: “dude, we just need a new logo.”īut what I and many brand consultants around the world are trying to get at is brand essence. Eleven examples of brands with a clear, unique and powerful Brand Essence.
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