The core of a brand, which refers to its values, mission, and unique personality, is the driving force behind all aspects of the brand. It influences the sensory elements of the brand, as well as the internal and external brand perception.
Sensory
The sensory elements of a brand, such as its appearance, packaging, and any other visual or tactile elements, are often the first things that consumers encounter when interacting with a brand. These elements should be carefully crafted to align with the core of the brand and effectively communicate its values and message. For example, if a brand’s core values center around sustainability, the use of environmentally-friendly packaging and branding can help to communicate this message to consumers.
Internal
The internal brand, which refers to the values, culture, and personality of a brand as experienced by its employees, is also heavily influenced by the core of the brand. The core of a brand shapes the internal culture and drives the actions of employees, who should strive to uphold the brand’s values and mission in their daily work.
External
Finally, the external brand, which refers to the way a brand is perceived by its customers and the general public, is also greatly impacted by the core of the brand. The values and message of the brand should be consistently communicated through all aspects of the brand, including its marketing efforts, customer service, and overall reputation, in order to create a cohesive and authentic external brand image.
In conclusion, the core of a brand is the main influencer of all aspects of the brand, including its sensory elements, internal brand, and external brand. By staying true to its core and consistently communicating its values and message, a brand can effectively shape the perception of itself by both its employees and its customers.