If we were to capture it all in a bubble — your brand essence — it is your spirit, your soul, your sweat and your story; the very heart of your business, unique to you and only you.
It is a magic that radiates through your products and every element of your business. It reflects the sparkle of your spirit and personality, making your business just that bit different to your competitors.
Far from being a commodity, your brand essence is emotional and is the essential feeling evoked in your customers when they encounter your brand. Not without intention, it should connect, captivate and convert. Connect your customer with your brand and captivate their attention long enough to convert that attention into a sale.
If we lean in and take a closer look at your brand essence recipe and the elements that make it magic, it is generous in authenticity and a personality unique to only you:
- A dash of [brand] colour
- A spoonful of love language and the words you use to sell your products and service
- One (1) cup of Why? including your purpose + passion
- Two (2) heaps of vibe + personality
- Three (3) unique selling points or power words
But in a landscape surrounded by other creative energies, how do you continue to enhance this very magic?
Within every business — big or small, soulpreneur or cocreator — we have touchpoints; different ways in which our [potential] customers engage and interact with our business. Your brand essence is the first touchpoint that most encounter as it is the first impression you give. It can be experienced online and offline, over the phone or in person. Its impact can be lasting for better or for worse and can be the difference between a lifetime customer or someone passing by. At anytime our brand essence can burst if we don’t have the recipe right.
But first, you need to identify where, how and when your customer might come into contact with your brand before, during and after purchase. Put yourself in your customer’s shoes and imagine the ways in which you engage with them.
Whether in-store, online or at a market, there are but more than a handful of touchpoints to where you can create genuine engagement to ensure your brand essence stays with your customer long after the sale.
Are you familiar with the touchpoints of your business?
What’s your magic brand essence blend? Seeking inspiration or clarity…? Get in touch, I’d love to work with you.