Brand essence is the soul of a brand and acts as a foundation so the brand appears consistent and authentic. It defines what a brand stands for, shapes the overall identity, and aims to invoke a particular thought, feeling, or emotion in consumers. It is typically expressed in two to three words. For example, Airbnb’s brand essence is “Belong Anywhere”. Another tool called the Brand Essence Wheel is a strategic framework that helps businesses gain a deeper understanding of their brand identity. It serves as a visual representation of key brand elements and guides the crafting of both internal and external brand strategies.
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