Pyrmd

Step one in branding is FOCUS. The best brands are built around one single focus. Some call this USP, reason for being, etc. This focus is the brands core essence. Finding the right core essence is key.

A core essence is not a positioning statement or advertising. In fact, it may not even be words that the prospect or user ever hears. It is however, the idea that the user gets about the Brand.

Try to create a core essence for your brand that can be expressed in no more than two words.

For years, the core essence of Crest* was “fights cavities.” Disney* was “magical happiness,” Tide* is “washday miracle.” Oil of Olay* is “mystery of youth.” Neutrogena* is “medicine and cosmetics.” Windows* is “user-friendly.” Sylvester Stallone* is “macho.”

Getting your core essence right can pay huge dividends. An already successful Mary Kay* made a slight shift in core essence nine years ago that quadrupled sales and profits.

Try to create a core essence for your brand that is

Differentiating,

Compelling

Enduring.

You need to be differentiated versus other choices in the category in which you compete. The best kind of differentiation is one that also represents a competitive advantage.

Your core essence should also be compelling. It should compel the target to behave as you wish; buy your product, subscribe to your service, use more of your product, whatever behavior you have targeted.

Remember that business success is always a function of causing behavior on your behalf.

Finally, your core essence should be enduring. You are in business for the long haul. It takes time for the target audience to understand your core essence, and then come to expect it. Change is self-defeating to core essence. The best core essence will be differentiating and compelling, but will remain consistent for years and years.

Brand management services are used so that brand value can be created, measured and systematically managed over time. They help clients invent or reinvent their branded businesses.

Businesses will prosper if they offer customers a positive, consistent total experience that is uniquely associated with their brand. This experience must be compelling to users and differentiated from other offerings. They create and deliver “compelling differentiation”.

Compelling differentiation is increasingly difficult to achieve in today’s overcrowded marketplace.
It requires adherence to three key principles:Focus, Alignment and Linkage.

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