Brand essence is the soul of a brand and acts as a foundation so the brand appears consistent and authentic. It defines what a brand stands for, shapes the overall identity, and aims to invoke a particular thought, feeling, or emotion in consumers. Typically, it’s expressed in two to three words.

Your brand essence will help guide your marketing decisions to make that emotional connection with your audience.

• What are your core values? What do you believe?
• Who do you want to help? Or who do you think you can help? 
• What do you provide for them?
  How do you help them? 
• What benefits do they receive? 
  How do they feel? Or how do you want them to feel?