Branding - personality

The brand essence is the heart of the brand, the core values and vision, who the brand is and what the brand is promising its customers. These attributes of the brand essence are in fact the same attributes that are included in the value proposition of a digital product. Where the brand essence is high level and focuses on the core values of the brand as a person, a value proposition can be crafted for specific parts of the brand, for example, the promise of value the product (your website or mobile application) is giving to the user, or the promise of value the customer call center of your brand is giving to the user. Thus there can be several value propositions with core values and ways in which these sections, be it the website, the mobile app, or the customer call center will satisfy the users needs. Later in the book we'll go into detail of how to create a value proposition and the benefits of creating one. For now it's important to know that the brand essence and the value proposition of a digital product such as a website are essential to one another. These two should overlap as much as possible to ensure the brand is true to itself and all teams within the company are working towards the same goal.

The brand is a personality with core values and vision, it has promises of value and is available to interact with the user on different levels. The same way a human interacts with another human depending on the circumstances, so too does the brand have unique behavior patterns to interact with the user depending on context.