Today I learned that every brand has its own essence, it is the heart and soul of a brand - a brand’s fundamental nature. In short words we could say a brand's essence is a single constant across product categories and world impact.
Kevin Keller, brand expert coined the term “brand mantra,” closely related to brand essence. The “mantra” concept he says, reinforces the role of brand essence in internal communication. Kevin says, "brand mantra should define the category of business for the brand and set brand boundaries. It should also clarify what is unique about the brand. It should be memorable. As a result it should be short, crisp and vivid in meaning. Ideally, the brand mantra would also stake out ground that is personally meaningful and relevant to as many employees as possible.” Wise, simple words!