Creating Your Brand Essence

by pamelawright on July 29, 2011

What is your brand all about?  The essence of a brand hits your senses when she walks into the room and leaves you wondering after she’s gone.  One of my favorite brands is Victoria’s Secret.  This company has built a billion dollar brand around making women feel glamorous and beautiful! 


I love sharing about Victoria’s Secret because its brand essence is so strong.  When Victoria’s Secret walks into the room you know it.  You know what she stands for just by looking at her.  She doesn’t really have to say a word.  Her message is loud, clear, and consistent. 

So, are you now wondering, “How does one create a brand essence?”  Or, are you still thinking about Victoria’s Secret?  I wouldn’t blame you because Victoria’s Secret is a mesmerizing brand!  We can learn from it and create a brand essence for our own business that encourages our clients and helps solve their problems and satisfy their desires.

Here’s 5 questions to ask yourself about your brand:

1.       What is your brand all about?

2.       What problem does your brand solve for your clients?

3.       What desire does your brand satisfy for your clients?

4.       What 3 adjectives describe your brand best?

5.       What color or colors describe your brand best?

These questions will assist you in creating your brand essence.  How?  Well, your brand essence will flow out of these questions.  All you have to do is be willing to see, accept  and share what your brand is truly all about.  I want you to take a moment to think about your favorite brands.  Close your eyes and visual them for 30 seconds. 

Now, what do you remember about them? 

When you create a brand essence that solves your clients problems and satisfies their desires, they’ll remember you.  And when you market to them consistently and treat them well, they’ll become not only your loyal clients but also your loyal fans!     


{ 12 comments… read them below or add one }

denny hagel July 29, 2011 at 7:14 pm

Really good information to ponder! Thanks for sharing!


pamelawright July 30, 2011 at 3:00 pm

Thanks, Denny!


Victoria Gazeley July 30, 2011 at 2:10 am

These are really insightful questions, Pamela – I’m going to apply them now! ;o)


pamelawright July 30, 2011 at 2:59 pm

That’s awesome, Victoria! Hope you had fun with it!!


Donovan Grant July 30, 2011 at 1:03 pm

Nice article, I don’t know alot about Victoria’s secret but I know it’s very popular with the ladies. It does paint a good picture as to how we create our own brand essence. Thanks for the questions, I’ll give them a whirl!


pamelawright July 30, 2011 at 2:57 pm

Hey Donovan, you know what’s really interesting about Victoria’s Secret? It was created by a husband who wanted to build the perfect place to go buy lingere for his wife! Amazing brands from Victoria’s Secret to Harley Davidson paint a VERY clear picture of who they are. Have fun with the questions!


John Hays July 31, 2011 at 8:50 am

Great tips for an all-too common concern! Perfect!


pamelawright August 1, 2011 at 8:21 am

Thanks John!


Deb Pilgrim July 31, 2011 at 9:08 pm

You had me at Victoria Secrets! Great article Pamela, and your five questions to think about really will help consolidate ones brand.


pamelawright August 1, 2011 at 8:26 am

Thanks Deb! And you had me at… that Renee Zellweger line from my all-time favorite Jerry Maguire!!


Liz Fulcher August 2, 2011 at 5:43 am

Pamela, this article is fabulous! I’m smack in the middle of rebranding myself and your questions have helped me get clear on my message. Thank you!!


pamelawright August 2, 2011 at 11:03 am

That’s awesome, Liz! I’m so excited for you!!


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