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2. Brand values – to behave
Brand Essence Brand Position Mission Values Vision
2
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needs and capture your audience's attention.Brand Vision – to Be
Brand Mission – to Do
Brand Position – to Compare
Brand Values – to Behave
Brand
Essence
3. Brand Essence Internal Culture External Customer Brand Experience
3
Brand
Essence
External
Culture
How to Represent
Company?
External
Experience
Consistency
Customer
Experience
Rewarding
Internal
Experience
Value and Belief
Mission
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Guide Actions
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Consistency and Clarity Leads to
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Expectations are
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Unifying Creates Focus
4. Brand Essence Quadrant with Symbol Facts Personality
4
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What the Product Does for Me
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How I Would Descried the Product
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How the Brand Makes Me Feel
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How the Brand Makes Me Look
Essence
Emotional Rational
5. Brand Essence Research Platform Identity Systems Experience
5
Identify Distill
Brand Development Brand Communication
Express Amplify
Brand Positioning
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Text Here Text Here Text Here Text Here Text Here Text HereBrand
Essence
6. Brand Essence Showing Brand Benefits Attributes Value Proposition
6
Brand Vision & Objectives
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Name & Symbol
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Brand Attributes
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Brand Benefits
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Organization at Culture
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Brand Positioning
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Brand Personality
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Value Proposition
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02
03
0405
06
07
08
Brand
Essence
7. Brand Essence Wheel Brand Truths Effect Personality
7
Brand Truths
What the brand
is, does, is
famous for..
Brand Personality
If the brand were
a person…
Brand Effect
The brand
makes me look
or feel…
Brand
Essence
How we do thing,
The benefits to
the user
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Text Here
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Text Here
8
Brand Essence with Loudspeaker
with Handshaking Target Board
9. Brand Identity Purpose Personality Shared Values…
9
Shared
Values
Values
Brand
Identity
Human Traits and Their Expressions
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Values Shared by Your Brand and
Customers
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How Customers Want to be Seen
Cultural Context
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Aspirational Goal of the Brand
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Enduring Values
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Products Values Proposition Positioning
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10. Company Brand Essence Wheel with Attributes Benefits Personality
10
Brand
Essence
Attributes
unique, creative, solution focused, low price, easy (to update
and download),available in different formats, Microsoft
standard fonts
Benefits
Easy (to update and download), 15 years corporate
experience, many different categories, not just templates,
relevant, practical
Personality
unique, creative, solution focused, low price, easy (to update
and download),available in different formats, Microsoft
standard fonts
Values
Wisdom, creativity, competitive, happiness, achievement
Essence
Stand-out creatively
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