One's brand essence are the core characteristics that interpret the brand and distinguishes it from its competitors. These unique qualities become the "identifier" for that brand. In other words, they become the emotional connection we have to that specific brand. A good example is Oprah Winfrey who is known for her Empathy. We may not realize that when we see her but her vibe almost always projects that.
Here are four reasons why you should identify your brand essence.
1. To Look Different From Your Competitor
Since my focus is on personal brands, my goal is to capture an individual's brand essence by first identifying the qualities in that person that their audience will notice about them the most. Their characteristics and values will be what sets them apart from other competing brands.
You're not only on a quest to discover what characteristics you want to showcase but also how your ideal client will relate to you the most.
An example might be someone who has humorous characteristics. They appear playful but are also highly calculated in how they work. What do you think their profession is?
- Are they a Lifecoach?
- A Financial Strategist?
- Or a Physical Trainer?
Any one of these professions can have all of those attributes. On the other hand, the characteristics they highlight the most are what their "dream client" will appreciate the most.
Imagine a financial planner with a great sense of humor who wants to help people retire and live a life free of financial burdens. Their brand essence can show them laughing at the moment, playing golf, and working on calculations. Being seen as lighthearted and fun shows his audience that his focus is on quality of life. To achieve this, however, they need to be smart with their money. People who resonate with this will desire the same thing in their life.
Imagine the same financial planner who wants to attract businesses and companies that need help growing. In this case, a sense of humor and lifestyle probably doesn't matter. They would be better off focusing on strategic planning and success.
2. Show you are a genuine person
The second reason to characterize your brand essence is to be seen as authentic. Running a business can leave anyone feeling vulnerable at times. We may feel like we have to act a specific way or do what we think others want us to do just to fit in. When you understand your brand essence you can see yourself from a different perspective. From our client's point of view, we start to realize that our uniqueness is a good thing.
Being okay with who you are and true to your word makes running the business much easier. An audience can always sense when others are being fake or putting up a front. If your brand essence is authentic then people will not only like you better but they will appreciate it.
3. Illustrates what it's like to work with you
The third reason to be specific with your brand essence is to show your audience the experience you'll give them. The visual impact of your brand emphasizes what it looks like to work with you. As long as your marketing messages are consistent, and you are positioned to the right audience, you will be seen as the right person for the job. Get ready for the phone to ring now.
4. Your brand essence makes you appear more confident
Lastly, if you spend the time identifying and defining your personal brand you will appear more confident. Not just because what you state is true but also because what you state in your messaging has conviction about what you believe about yourself. That has real credence. When we show off our confidence we'll state what our capabilities are but true confidence is within. When people can sense that you are comfortable with yourself they will believe in you.
I hope this tip on uncovering your essence helps you get a little closer when you begin to define your brand.
Like and let me know below what your primary characteristics are in your brand. AND, If you need help uncovering what your essence is then you can set up a complimentary Brand Strategy Session