The Brand Essence Wheel is a brand strategy model used to create a robust and consistent brand. It aids organizations in defining the essence of their brand. Serving as a strategic marketing tool, it communicates the fundamental attributes, values, and personality of a brand.
Main Benefits of The Brand Essence Wheel
The Brand Essence Wheel helps organizations define the core characteristics and values of a brand, effectively establishing its purpose and contributing to the definition of the company’s brand identity.
The Brand Essence Wheel helps you:
- To provide a structured framework to develop a strong, consistent brand identity,
- To describe the principles the brand represents, including a specific emotion, sensation, or idea,
- To establish a consistent message across all channels,
- To have a deeper emotional connection with customers that can lead to stronger brand loyalty,
- To identify the strengths and weaknesses of the brand.
Explanation of The Brand Essence Wheel
The Brand Essence Wheel is a strategic marketing tool that enables businesses to clearly outline and convey essential aspects of their brand, such as values, personality, and emotional connections. This leads to consistent and meaningful brand strategies.
The center of the Brand Essence Wheel diagram features what the brand promises. This represents the core reason for the brand’s existence.
The rational attributes center on the tangible benefits that the brand provides to its customers.
The rational attributes encourage you to think about:
- What does the brand or product do for the customer?
- How might the customer describe the product or brand?
The emotional attributes encourage you to think about:
- How does the brand or product make the buyer look?
- How does the brand or product make the buyer feel?
The responses to each of the four questions are then broken down and categorized into ‘Facts & Symbols’ and ‘Brand Personality.’ A central ‘Core’ Brand Essence is derived from these categorizations. This process helps establish the fundamental traits and values of a brand, clarifying its identity and what it represents for the company.
The brand essence wheel is a dynamic tool that evolves with your brand. Its purpose is to provide clarity and guidance as you make branding decisions. After crafting the brand wheel, it is important to make sure your brand essence is authentic, distinctive, emotive, and motivating.
Through this approach, your brand gains a distinctive identity, evokes an emotional connection, and fosters motivation, thus enabling more impactful interactions.
How to Apply The Brand Essence Wheel
To apply The Brand Essence Wheel to your business, FITMINDS is providing an adoption of the model that fits your company and your company’s needs. The Brand Essence Wheel can provide a structured framework to develop a strong, consistent brand identity,
Contact us to get more information or discover your probable personalized roadmap for The Brand Essence Wheel.
Additional Tips and Readings
- You can read Keller’s Brand Equity Pyramid for steps to build brand Equity.
- For a a step-by-step brand analysis, you can read The Five Product Levels.
- To read more about brand identity, you can check Kapferer’s Brand Identity Prism.
Contact us to develop successful marketing strategies via The Brand Essence Wheel.
