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Are you on the trail for your brand’s essence? Does the scent of it tantalise but elude you?
Perhaps there are a number of ways for identifying a brand’s essence. And perhaps the right approach depends on how the brand came to be in the first place. Some are no doubt created, think-tank style, while others are discovered, or uncovered. This post is about how I discovered mine. If you’re currently searching for yours, then come with me, and we may just track it down.
In my experience, creating a brand is an intricate and complex journey, and the essence of mine - that core identity at the heart – has eluded me for a long time. I had a general idea of course because I created the concept, but for the most part, no matter how hard I searched, I couldn’t seem to locate my concept’s essence. While I wished that someone else would solve the problem for me, somehow I knew that only I could answer it.
After two years I gave up thinking about it, which is of course exactly when the answers start appearing. (And just in time as I’m now preparing to have my game produced in a retail format.)
In my search I had always believed that “it” was somewhere “out there”. Recently I was struck with a revelation, and am now delighted to announce that I have since found “it”! They say things come in threes, and turns out that’s exactly how the answers showed up for me.
Curious? Well, here’s the process as it happened.
A few months ago I left a comment on one of Ed Roach’s posts, and he very kindly referred me to a white paper written by Marcia Hoeck; highly enlightening in all, but three sentences in particular jumped out at me:
Think about the value of being “yourself”.
It’s the best way to focus your brand strategy.
It makes sense to look inward for the basis of your organizations’s brand.
Unsure of exactly why, I printed these out and put them up on my wall.
A month or two later I happened to read a quote that started with, “Your vision will become clear only when you look into your heart…”. There was more but I never finished reading it. Those words stood out and I felt compelled to write them down. For reasons unknown at the time, I put the note on my dresser. In passing I read it every so often, and some weeks later the penny dropped (it’s takes a while sometimes!). Suddenly I realised that the key to my brand’s essence is not out there at all; it’s in here, in me. Here I was thinking it was “all about my customers” and therefore separate from me. I was trying to find the essence of my brand in other people. Nice aha moment.
The only job left to do was to look inside and find it. Simple enough, but daunting. Feeling the need for unfamiliar surroundings (this is one of the best techniques I know of when you want a shift in your thinking), I drove out to the beach, found a quiet park and felt drawn to a spot – which happened to be right in the middle of three trees. I started writing and let it flow. No big revelations, but something told me I was getting warmer. The light started to fade, the sailboats disappeared, and I wandered back to my car. Sitting there for a long time, I watched the sun set over the bay. Don’t you just love those moments? Then it hit me. I pulled my pad out and drew three circles. Here’s what I wrote in each:
Who I Am
Who I Am Not
The Problem I Am Solving
I wrote notes under each one then linked them together in a triangle. Suddenly it was crystal clear. After two years of struggling to find the answer, finally there it was. A triangle. My three trees suddenly explained everything: The essence of my brand collides at the intersection of these three realms.
I know my brand identity will shift and develop with consumer impact, but now I know for sure the essence of the brand I’m trying to communicate. This means I now have clarity around my broader vision.
In his post, Your Brand From Your Perspective, Drew McLellan talks about the “hand on heart” promise you make to the world with your company’s vision. This newfound clarity means that I can now pledge, hand on heart, my promise to the world.
My experience may or may not be of help to you, but if you’ve been searching to identify the essence, the very heart of your brand, and you’ve been looking for the answers outside of yourself, then perhaps it’s time to find three trees and plonk yourself down.
Author: Danielle (33 Articles)
Hi, I'm Danielle and I'm a rookie entrepreneur. Prior to launching my new business venture in June 2006 I was self-employed with the noble intent of helping companies to communicate more effectively with their staff. This stemmed from a career in human resources and journalism. Today my new mission is helping men and women to cross the chasm and connect through conversation, humour and playful banter using my board game. I'm currently hatching plans for world domination and can be contacted at info@closeconnexion.com.au
May 29, 2007
Hi Danielle,
Excellent post. Very poetic. Yes, some times the answer does with in us. However I am glad you have described this process as a very personal one.
We were faced with the same situation a couple of years ago. A chance encounter with a competitor enabled us to realize that our brand essence was our simplicity and “human” factor. Ever since we have been trying to communicate that to our customers.
Thanks,
Jeff
May 29, 2007
Hi Dani,
Nice posting. It’s been a while since we’ve spoken but i am on track these days. I’ve been finding the essence of my brand and i’ve begin to define it for my business, WebmasterFarms.
I’ll have to use some of these tips that you suggested. Talk soon Dani,
Luc
May 29, 2007
Gidday Luc,
It has been a while! Glad to hear you’re on track, and WebmasterFarms.com looks great – I like the creative twist you always manage to come up with.
As for giving this “looking inward” approach a go, I really do recommend it. I actually found it a difficult exercise, and I imagine I’m not alone in that. It’s easier to see the business as a separate entity, but I’m now of the opinion that the personality traits of a small business creator are integral to the brand. I’d love to know what others think about that, but that’s now how I see it.
Cheers, Dani
May 29, 2007
Hi Jeff,
Thanks so much, I especially loved writing this one, perhaps because it was very personal. And it really was poetic the way it happened. Sometimes I stand in amazement at the things that have occurred along this journey.
What a gift your competitor bestowed. Aren’t chance encounters fabulous! I love your brand essence – I think simplicity and the human touch are often underestimated.
Apologies for the delay in responding, I only just received your comment for some reason.
Cheers/Danielle
May 30, 2007
This is quite an introspective article Danielle. You obviously spent a fair amount of time “soul searching” to locate your personal essence. I like that descriptive word. It’s very pure and refined.
I can identify with your process to an extent with my Idea Seller concept. So far, it has been the best way I have discovered to describe what I am about as a salesperson. I know there will be further refinement, but I haven’t quite distilled it down to its bare essence yet, leaving my brand a work-in-process!
Thanks for your insight.
May 30, 2007
Hi Daniel,
Thanks very much for your thoughts. There sure was a lot of soul searching in this process, and although it was uncomfortable I felt compelled to go through it. And I’m so glad I did because apart from the relief I now feel from solving the puzzle, it’s given me a much greater understanding of my own concept. And the flow on effect from that is that future branding decisions will be much easier (I hope!). Perhaps simplicity comes from clarity.
I see where you’re coming from in terms of your own business concept (which I think is great), and maybe every brand is a work-in-process. Gosh, mine sure is!! But perhaps tapping into the essence of what it is you’re really trying to offer the world makes the journey less confusing (or simpler). I imagine some business owners know in advance, but I’d hazard a guess that many discover it along the way.
Happy essence hunting! 
Cheers/Danielle
May 30, 2007
Hi Danielle,
Very good point. Excellent insight.
May 30, 2007
Hi Danielle,
Very good point. Excellent insight.
Andy
June 3, 2007
Danielle,
Well said! Thanks for the mention in your post, and I’m so happy to hear that my words were helpful in your search. In my work with both small and large organizations, I’ve found “going inside” to be the best strategy for building brand character and personality.
The best part is that when you build a brand on this kind of groundwork, it isn’t likely to need to change much. Because it’s authentically “you,” you won’t be tempted to change it when new trends or ideas come along. Just like your own character and personality, it can evolve as you evolve, instead.
I discuss these issues more deeply in my Brands That Connect blog. Your post has inspired me to revisit this there.
Best wishes,
Marcia Hoeck
[...] Danielle Rodgers’ post on Small Business Branding got me thinking about brand essence again. In her post, Danielle describes her “intricate and complex journey” to find the essence of her own brand, which had eluded her for a long time. Recently, Danielle came to a turning point when, “Suddenly I realised that the key to my brand’s essence is not out there at all; it’s in here, in me. Here I was thinking it was ‘all about my customers’ and therefore separate from me. I was trying to find the essence of my brand in other people. Nice aha moment.” [...]
June 3, 2007
Thank you Marcia for the initial insight! I think your point about looking inward is so significant I’m surprised that more isn’t said about this. I’m now convinced this is solid gold advice. And that’s a great point about how this approach fosters both authenticity and consistency.
Thanks also for adding to the conversation on your blog – your tips for “digging deep” are terrific. I’m looking forward to your next entry on this!
Cheers/Danielle
June 4, 2007
G’Day Dani,
Well i am pretty creative but this business is really a good fit to my skills and abilities so i am more then happy to walk down the path and explore where i can take this business.
I think you are right on the money by saying its the “personality traits of a small business owner/founder/creator that are most important” because its your vision fed by your passion and ideas. That’s seldom a bad thing.
Luc
October 17, 2007
[...] Danielle Rodgers’ post on Small Business Branding got me thinking about brand essence again. In her post, Danielle describes her “intricate and complex journey” to find the essence of her own brand, which had eluded her for a long time. Recently, Danielle came to a turning point when, “Suddenly I realised that the key to my brand’s essence is not out there at all; it’s in here, in me. Here I was thinking it was ‘all about my customers’ and therefore separate from me. I was trying to find the essence of my brand in other people. Nice aha moment.” [...]
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