North Star: The gravitational pull at the heart of your brand strategy
A brand essence (or North Star) is the distillation of a brand's most fundamental nature into a few powerful words that capture its soul. It sits at the centre of brand strategy. A gravitational force to align all elements.
The brand essence serves as an internal compass that guides decision-making and external communications. It's typically expressed as a brief phrase (2-4 words) that captures the brand's core identity and differentiating value.
How Brand Essence Connects to Other Brand Elements
The brand essence emerges from and connects to several key brand elements:
- Positioning: The essence draws from how the brand positions itself in the market relative to competitors, or uniquely identifies it’s offer.
- Brand Personality: It reflects the human characteristics and emotional qualities the brand embodies (visually, verbally, sonically)
- Brand Principles: It’s informed by the core values and beliefs that guide the brand’s behaviour and culture
- Brand Purpose: It connects to the brand's reason for existing beyond profit
Characteristics of an effective brand essence
An effective North Star or essence is:
- Authentic: True to the organisation's capabilities and culture
- Distinctive: Sets the brand apart from competitors
- Enduring: Remains relevant despite market changes
- Inspirational: Motivates employees and resonates with customers
- Simple: Easily understood and remembered
North Star examples
- Netflix: Entertain the world
- Oreo: Celebrate the kid inside all of us
- Disney World: The Most magical place on earth
- Volvo: Innovation through design and safety
Brand Essence examples
- Nike: Authentic Athletic Performance
- Coca-Cola: Happiness in a bottle
- Bosch: Invented for life
- Starbucks: Everyday Moments of Connection
Create a mantra of two or three words. Make it short, sweet, and swallowable.
Guy Kawasaki
Brand Mantra examples
- Nike: Authentic Athletic Performance
- Ikea: Democtratise design
- Fedex: peace of mind
The brand essence should feel like the natural culmination of all other brand elements while providing clarity and direction for all brand expressions and business decisions.