Have a Healthy, Heart-Hitting Company Brand
Why is Walt Disney World® magical? Why are Volvos safe? Why are Jeeps® adventurous? Each of these answers boils down to one thing: brand essence. It is the emotion your brand conveys. In other words, it is the emotional heart—some would say, soul—of your brand. So, Disney World, Volvos, and Jeeps evoke feelings of magic, safety, and adventure, respectively, among their customers. Better yet, these characteristics are associated with these companies even by people who don’t buy Jeeps, Volvos, or go to Disney. Well done.