Harley Davidson or Royal Enfield? 
Nike or Adidas? 
Perhaps a tough choice! But what if that is to decide the course of my blog here…any solid reason that supports the choice making??
Is there a reason?? 
Indeed there is. And the reason is “Brand Essence”. 
The Brand Essence is a two to three word phrase (typically in the format “adjective adjective noun”) capturing the “heart and soul” of the brand.
In my own way of participative thinking, Brand Essence is a way of articulating the emotional connection and lasting impression — usually summed up with one simple statement or phrase — that defines the qualities, personality and uniqueness of a brand.
Said another way by some one who thinks similar, Brand Essence characterizes what a brand stands for in the minds of customers and stakeholders. It embodies the brand’s core competencies, advantages, culture and values.
Some examples
“Nike: Authentic Athletic Performance,”
“Hallmark: Caring Shared,”
“Disney: Fun Family Entertainment or “Disneyworld, Magical Fun,”
“Starbucks: Rewarding Everyday Moments,”
“The Nature Conservancy: Saving Great Places.” (Typically, it is rare for an organization’s brand essence and slogan to be the same. For instance, Nike’s essence – “authentic athletic performance” – was translated to the following two slogans: “Just do it!” and “I can.” But, “Saving Great Places” happens to be The Nature Conservancy’s brand essence and its slogan.)
Hallmark – X-Plained 
Hallmark uses the phrase, Enriching Lives to capture its Brand Essence and company culture. 
Enriching Lives represents the basis for how Hallmark serves customers, develops its products, communicates in its marketing, merchandises stores, and creates a positive work environment for employees.
Hallmark’s Brand Essence permeates every aspect of the company and business. And it has continued to serve the brand over time.
A brand-win game! 
Cheers!
Apeksha .
