Whenever someone mentions Disney, it’s likely the word “magical” comes to mind. In fact, if you think of any of your favorite brands, you’ll probably have a similar experience—Nike: “inspirational,” Coca-Cola: “refreshing,” Ford: “tough.” But did you ever wonder why just the mention of a brand name gives you such a solid feeling? It’s because those brands have built and delivered on a strong essence.
Your brand essence is the promise of specific values and benefits—comfort, quality, protection, etc.—that your company makes that has profound meaning and relevance to users. It gives consumers a gut feeling about who you are and sets your business apart from the competition. But how do you create that gut feeling?
Make Essence Essential
Too often, businesses skip brand introspection and construction, opting instead to go straight to product/service planning and marketing. In short, they fail to make their brand essence essential. A successful brand needs to establish an essence before it can tell the world who it is and what it does. Brand essence hits several important notes, including:
- Establishing purpose: A brand must have a purpose. It must be intended to make some difference in the lives of its potential customers. And to justify existing in today’s crowded marketplace, a brand needs a purpose that sets it apart from others. What does your brand offer that others do not?
- Establishing the brand positioning, personality and tone of voice: Your brand essence provides a clear direction on company objectives and helps guide the positioning of your brand in the marketplace. It also helps establish your brand values, tone of voice statements, creative design and a brand story that will resonate with customers.
- Enables growth via differentiation: Your brand essence gives potential customers a reason to choose your company over the competition. Through your brand’s story, value statements, and tone, you provide customers with a differentiating factor that helps them see the benefit behind working with your business as opposed to your competition.
Click here to learn more about how brand essence drives growth.
cubed Wins Two Gold Aster Awards!
We are thrilled to announce that
corecubed has won not one, but two Gold Aster Awards for home care marketing excellence. The Aster Awards Program is an elite competition dedicated to recognizing the nation’s most talented healthcare marketing professionals for outstanding excellence in advertising.
The corecubed team has won eight Aster Awards in the past, and we are excited that our work on Flatrock Manor’s assisted living brochures and Home Sweet Home In-Home Care’s Going Home from the Hospital booklet have now been recognized in this prestigious competition. All winners are posted on the Aster Awards website. Search for corecubed under the “Agency Name” category to see our big wins!
We'd like to issue a big thanks to our team for their hard work and continued dedication to excellence, as well as to our clients for trusting us to be their marketing partner. It is truly an honor to be able to work with you all.
What's New at Market Home Care?
We’re developing some great new products in our Market Home Care online store, including these awesome Caregiver Activity Plans: A Day at the Beach, an enriching sensory experience that lets you bring the beach to the client, and Adapted Uno, an adapted version of the popular card game that will help provide enjoyment, enhance socialization, and reinforce cognitive skills.
Use these awesome activity plans with clients this summer and check out our other great marketing and operations tools available at Market Home Care.
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Asheville, North Carolina 28806
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