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Step 5 Brand Strategy – How to Create a Core Essence Using our Online Branding Tools

When you were a kid did you ever play a game of telephone? One person would start with a phrase and whisper it to the kid next to them. Once the message traveled through all the kids in the circle and the last person would say the statement aloud. It would sound completely different than how the statement started. This confusion is what we want to avoid for your brand. It sounds like a simple concept but it’s surprising how many leaders I have spoken to over the years that lack this clear and coherent understanding about their brand internally. If the confusion is happening internally then without a doubt it’s confusing customers too. Clarity and cohesion is a must have for successful branding.

A great way of creating your brand’s essence is to distill down everything we have covered in the branding process including your purpose, vision, values and positioning and simplify it into a simple statement about your brand’s idea. The core essence of your brand is an internal statement so you don’t have to worry about making it sound deliciously brave quite yet. I’d like to share an exercise with you about how to peel back the layers of the onion to get to the core of what your brand idea.

Ask yourself what’s is your brand’s core idea? And then say, no it’s not that. And ask the question again, and again. Do it at least 5 times. You can try asking different questions if you like. For example, I want my business to be know for? The goal here is to come up with one word or a short phrase for your brand’s core idea.

The brand idea is__________

No it’s not that….

The brand idea is__________

No it’s not that….

The brand idea is__________

No it’s not that….

The brand idea is__________

No it’s not that….

The brand idea is__________

No it’s not that….

The brand idea is__________

No it’s not that….

The brand idea is__________

 


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