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This question is about employer branding.
What is brand essence?
Brand essence refers to the unique value proposition and core brand identity of a particular brand. Brand essence represents the foundational sentiment a brand carries with its target audience and the functional and emotional benefits that a specific brand provides them as well.
Brand essence aims to capture a brand's public personality and character. It is often messaged in a brief fashion, such as through a brand tagline or memorable phrase. Brand essence is the fundamental nature of a brand's DNA; in other words, its essence. This facet of a brand should align with all of the following items:
Brand products
Brand services
Brand messaging
Brand visual identity
Brand customer experience
Companies use brand essence to attract certain kinds of customers to their specific brand, and also to help their brands stand out amongst the competition. It is a guiding principle of brand marketing. To develop an attractive and clear brand essence a company must understand its target audience, competitive landscape, and market positioning in its industry.
Defining and creating brand essence involves a good deal of market research into consumer groups and competing brands. It also requires analysis, and creative development to find and capture an organization's brand essence in a concise and compelling manner.
When companies achieve this it often increases brand awareness and positive associations that the public makes with brands.
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