If a brand is the personification of an organization or that organization’s products and services, it must have a personality and an identity. There are four major components of brand design on which you must focus once you have identified the target customer: 1) brand essence, 2) brand promise, 3) brand archetype, and 4) brand personality. Let’s begin with brand essence.
Brand essence is the timeless quality that the brand possesses. It is a brand’s “heart and soul.” The essence is usually articulated in the following three-word format: adjective, adjective, noun. For instance Nike’s essence is “authentic athletic performance,” Post-it’s essence is “fast, friendly communication,” and Disney’s is “fun family entertainment.” ...