What constitutes a Brand ? ….9 Criteria of Brand Essence

map brand by state

Here I list and make reference to 3 different articles which focus on explaining best practice in Brands and Branding.

Brands and Branding

I have always liked the term Brand Essence, and even better the phrase “the Criteria of Brand Essence” as summarized in the attached presentation by Conrad Phillips Vutech.

Branding is described as….” defining, promising and delivering a unique brand experience consistently. Branding distinguishes the brand from it competitors and builds preference.”

 Download your free copy of The 9 Criteria for Brand Essence ™ right now! 

The 9 Criteria of Brand Essence is listed as below, is a recommended checklist, for any size of business that is seeking to develop it’s business long term, with a distinctive product or service with unique tangible and intangible benefits. Without the developing a brand essence you are building a commodity business, on weaker foundations.

– Unique

– Intangible

– Single-minded

– Experiential

– Meaningful

– Consistently delivered

– Authentic

– Sustainable

– Scalable 

On the subject of personal branding I recommend reading a Forbes article “The First Step To Building Your Personal Brand”

“Your first task: Developing your “brand mantra.” Basically, this is the “heart and soul” of your brand, according to branding expert Kevin Keller. It’s the foundation of all of your branding efforts.”

1. Determine Your Emotional Appeal

2. Determine Your Description

3. Determine Your Function

4. Put it All Together

The Brand Positioning Statement is summarized well by Brad VanAuken as follows

Brand Essence
[Adjective] [adjective] [noun] (the “heart and soul” of the brand, its timeless quality, its DNA)
Brand Promise

  • Only [brand]
  • Delivers [unique and compelling benefit or shared value]
  • To [target customer description]
  • In the [product or service category] (establishing the competitive “frame of reference”)
  • In the context of [market condition or trend that makes the benefit or value even more compelling]
  • Because [proof points or “reasons to believe”]

Brand Archetype
Choose one or two archetypes (what drives or motivates the brand – related to Jungian archetypes)
Brand Personality
Choose six to ten adjectives that describe the brand as if it were a person
Brand Price Position
Description of the brand’s pricing position/strategy
Brand Distribution Strategy
Description of the brand’s distribution strategy

“Taken together, these elements of the brand positioning statement should inform all brand decisions and its communication strategy and becomes an important component of creative briefs. It can also influence business strategy.”

About John Cullen

Experienced marketing professional, with over 25 years experience in global brand marketing, focused on Internet Marketing for last 10 years.
Living in Cincinnati, Ohio and working with Clients in USA and UK.

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