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Brand Essence: Why Should You Care for It?

Difference between brand value and brand essence.


If you’ve read a thing or two about establishing your brand’s identity – brand essence is what helps your brand climb the stairs to your consumer’s heart. It’s the emotional feeling your consumers pair your brand with, which seals the deal in their subconscious. But wait – where are we on the difference between brand value and brand essence then?

I get it – and your concern is valid. What are brand values supposed to mean if the ‘essence’ is the real deal behind a good brand positioning strategy? I’ll get to that soon, but first, let’s talk about brand essence in detail, and it’ll all clear up in a second.




What is Brand Essence?


In its literal meaning, the word ‘essence’ refers to a person’s or a thing's core values, which can help determine its character. If you were to pair it with the word ‘brand’ – these simple values are what practically ‘define’ your brand.

According to Kirk Philips, it is an attribute that is unique for your business only and does well to describe the ‘intent’ or ‘purpose’ behind the establishment of your brand in a phrase or a short sentence.

When you start to think about your brand’s brand essence, suddenly, the brand starts to come to life. You would begin visualizing it as a person instead of an inanimate logo.

In other words, ‘essence’ wraps up or ‘perfectly sums up’ your brand to your audience – and it helps them feel and understand what your brand stands for. Through these values, you can help your brand establish a unique identity and differentiate yourself from competitors in the market.

Is There a Difference Between Brand Value and Brand Essence?

If you’ve had that question – I have to agree – you’re on to something here. The significant difference between brand value and brand essence is that while brand values are based on reliable and firm principles, brand essence is based on emotional and heartfelt feelings that revolve around the brand, ever since its start.

I’ve got one more difference here – your brand’s essence is supposed to stay the same throughout a business’s life. On the contrary, core brand values remain the same, yet minor changes or additions to these values are likely as you progress in the market.