Brand Development = Brand Soul

In research we need a clear definition of what we want to know. This is true in marketing

“Brand Soul” is a direct competitor to “Brand Essence” as the source of the brand’s image development, It has a better definition, easier to research and more reflective of the ‘goal’.

Brand Soul describes the unity of brand personality, vision, promise as well as essence. Brand Soul becomes the source of other brand expressions like icons and in guiding brand care. Brand Soul is collaborative, providing an authentic connection and a shared passion for the brand. It places the brand beyond individual products, appealing to a long term buyer audience.

Brand Soul includes:

• The brand representation; images and cues to signify the brand’s essential goodness.
• The brand environment, where the icons and essential goodness are housed and nurtured.
• Ongoing brand action, with guidance on refreshing the brand and preventing rash actions.