Brand Essence is one of the key concepts that we need to understand very well to be able to succeed in in Branding.

The essence of a brand is one or more characteristics that are always and everywhere associated with the brand and are never separated from it. If you take these characteristics away from the brand, nothing of that brand remains.

As an example, think of the IKEA. Many characteristics of this brand can change, but if you take away "simple and minimalist design" from its products, what remains would hardly be recognizable as IKEA. Therefore, it can be said that simple and minimalist design is part of the essence of the IKEA brand.

Kapferer helps you identify the essence of your brand with a simple question:

Suppose your brand name is X. Simply ask yourself: When is X no longer X?

For example, regarding a brand like Apple, ask yourself: When is Apple no longer Apple? Whatever answer you give to this question shows the essence of the Apple brand.

The essence of a brand always stays with the brand and does not change over time. That is why it is also called the "soul of the brand" or the "DNA of the brand."

For example, if a brand is known for its "sustainability", this sustainability must always be evident in the brand's products and activities.

The essence of a brand must be authentic

‍The essence of a brand is not a “claim”; it is something that the entire existence of your brand depends on. So, be careful not to copy others or engage in imitation games when defining and determining your brand's essence.

The essence of a brand consists of characteristics you must live with for a lifetime and may even require you to sacrifice certain opportunities and potential benefits for it.

The essence of a brand also matters in brand expansion

‍During its lifespan, a brand may decide to expand its reach and cover a larger territory.
This can happen through partnerships with other brands, launching new services and products, and entering new markets. Keep in mind that even during expansion, the essence of the brand must be considered, and you should avoid any activities that call your brand's essence into question.

So, when defining and determining your brand's essence, do not blindly create a long list of desirable and attractive features. Choose elements as the essence of your brand that you can always adhere to and use as a standard for your decisions and actions.

For example Ferrari's brand essence is built on exclusivity, luxury, and high-performance sports cars; so Ferrari should avoid expanding into segments that would dilute its luxury image, like over-commercializing its brand or producing budget-friendly cars, to maintain its essence of exclusivity.

The Essence of a Brand is Different from a Brand Slogan

‍Sometimes, the essence of a brand is confused with the brand slogan or its Tagline. Brand Slogan, on the other hand, is a marketing tool—a catchy phrase or tagline that communicates a specific message or appeal to the audience. It can change over time, adapting to different campaigns, markets, or trends. A slogan might be designed to attract attention, promote a specific product, or respond to market conditions, but it does not necessarily reflect the enduring essence of the brand. However, the essence of a brand goes beyond these elements; it remains constant over time, across different markets, and from one product to another.

For example Coca-Cola,

• Brand Essence: Happiness and sharing moments of joy.
• ‍Brand Slogan: “Taste the Feeling,” “Open Happiness,” “Enjoy Coca-Cola.”

Do you know your favorite Brand's essence and one of its slogans?