In my last post, I explained a brand anatomy, the backbone of its operations. In this post, I’ll be talking about the brand essence wheel: what it is and what it can mean for your brand. The essence wheel is the emotional heart of the brand. It is a format for capturing and communicating the essential components of the brands concept. The wheel explains ‘what the product does for me’ , ‘How I could describe the product’, ‘How the brand makes me look’ and ‘How the brand makes me feel.’
The wheel can also highlights your brands facts and symbols, what words and images, dates, facts and terminology that can be used to identify the brand in consumer eyes based on the company’s history, tradition and culture.
The wheel also looks at a brands personality: built up through the anatomy, this records the response when customers are asked “if the brand was a person, what would they be like?” You normally see these characteristics on display in the people that the brand uses in advertising or through the influencers they choose to partnership with.
Heres Chanel’s essence wheel as an example:
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