A powerful brand purpose sets out how your brand intends to change the world for the better. Its role is to unite customers and culture alike in the pursuit of that purpose.
Crayola: to unleash the originality in every child. Dove: to help women everywhere develop a positive relationship with the way they look, helping them realize their full potential. Expensify: to enable professionals to focus on what they were born to do.
Brand essence is the core characteristic that will define your brand. It is an intangible attribute that separates you from your competition's brand by your audience. It is emotional and based on feelings and most importantly reliable.
Volvo: Safety. Apple: Think different. Nike: Authentic Athletic Performance. Hallmark: Caring Shared.
Brand Attributes are the core values that define the overall nature of the company and represent the essence of the brand.
McDonald's: Fast, Family-oriented, Friendly, Convenience, Cleanliness, Families and Kids, Fast Food, Burgers, Children's Entertainment, Charities, Golden Arches. Ronald McDonald etc...
A. Demographic Segmentation – based on gender, age, occupation, marital status, income, etc. B. Geographic Segmentation – based on country, state, or city of residence. Local businesses may even segment by specific towns or counties. C. Technographic Segmentation – based on preferred technologies, software, and mobile devices. D. Psychographic Segmentation – based on personal attitudes, values, interests, or personality traits. E. Behavioral Segmentation – based on actions or inactions, spending/consumption habits, feature use, session frequency, browsing history, average order value, etc.