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Brand Essence is essentially the ageless quality of a brand, its soul.
Rather than an out of body experience, brand essence is conducive with values and purpose, neatly fitting within the brand’s overall philosophy. The team working behind the brand should commit extensive time formulating, engineering and designing the brand essence and ways to express it to a desired market and consumers.
If we think about brand essence as the emotional part of a human, we can see how we connect, interact and remember each other. In a similar way brand essence is present with consumers. The way we think nostalgically back to that cereal box with the funny cartoons and the delicious sugary taste as a child is the way a brand essence, if done successfully, is effective and lives on in us all.
Luxury fashion brands such as Gucci sell the lifestyle, the quality and desirability of their pieces as a tagged and gift wrapped hamper of allurement. One can see how they have truly defined their brand essence to appeal and successfully so, to a target market and subculture. As a result, they have secured their place as a high order, high end luxury brand.
At Fable&Co. we place a magnifying glass over our client in a creative and broad reaching way, using a tried and tested framework. We consider the authenticity of the brand, is it trustworthy and credible? We review the individuality of the brand, whether the consumer experience is consistent and assess what the fundamental focus is.
By discovering the answer to these very specific questions we can conclude as to whether the brand truly knows itself. We create an inventive brand story and find those hypnotic and alluring nuances in the narrative that keep the consumers reading, enjoying and buying the next volume.
For better or for worse, our company is a reflection of my thinking, my character, my values.
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