Define Your Essence

Before you can define your Brand Essence, you must first understand what we’re calling a Brand Essence.

Your Brand Essence is a simple sentence that sums up everything that your organization is all about. It captures your brand experience. It defines your raison d’etre. And every aspect of your organization – specifically your marketing – must exude your Brand Essence.

In its simplest form, your Brand Essence can be defined by filling in these blanks.
______________ is all about _____________.

The first blank is relatively simple to fill in. It’s simply the name of your brand. Depending on your organization, it’s either the name of your organization or the name of the product or service you’re marketing.

For a professional service organization, the first blank is filled in with the name of the company.
42Fish is all about _________________.
Jones, Smith & Washington are all about ____________________.

For consumer products, the first blank normally is filled in with the name of the product.
Dr. Pepper is all about _______________.
Speed Stick is all about ________________.
(In cases such as these, the consumers do not care what company manufactures or sells the product. The consumer cares about only the product.)

For some organizations, deciding whether the brand in question is the product or company can be a difficult process. In some cases, you will need to define the essence of both the company and the product, and then you must make sure that everyone involved clearly understands when the corporate Brand Essence is your guiding factor (primarily in how you conduct business as a company) and when the product Brand Essence must take priority (for example, when you’re marketing a product that you sell).

The second blank is the relatively tricky part. It would be pretty easy to fill it in with some half-thought-out answer like a categorical definition of what you sell, but that wouldn’t do anyone any good.

For example, we could say that 42Fish is all about marketing, advertising, and design.
However, that’s neither helpful nor motivating.

To be a truly effective Brand Essence statement, your sentence must be experiential, emotional, evocative, esoteric, and exclusive.


Your Brand Essence must capture the tangible and intangible experience that a member of your target audience will have when working with you or using your product. Is it fun? Educational? Well organized? Extremely personalized? Quick? In-depth? Consultative? Confidence building? Heart warming? Your experience may be all, some, or none of these specific examples. You simply need to decide what the experience is – or what you want it to be – and then make sure that your Brand Essence captures it.


Although many of us will claim that we make all of our decisions based on logic, research, and past experience, emotion plays a huge role in every decision we make. Whether we’re buying socks, shopping for a new camera or computer, selecting a raw material supplier, choosing how much to donate to a charity, or even deciding how to vote on election day, our decisions are always influenced – at least in part – by our emotions. Your Brand Essence can be an important aspect of building an emotional connection with your audience members that will lead to long-term customers.


Your Brand Essence should make the members of your target audience think a little. When people see or hear anything associated with your brand, you want them to think about good times, past or future successes, refreshment, picturesque sunsets, last-second victories, being the hero, the unwavering affection of a loyal dog, homemade chocolate chip cookies, a sense of accomplishment, or some other memory or image that creates a positive links between your brand with your customers’ mindset, self-image, or world view.


If your Brand Essence is too straightforward, it won’t mean anything, and it’ll probably need to change as technology and the market place evolve. To be both effective and timeless, your Brand Essence should be less than obvious, not tied to a specific attribute, hard to put your finger on, and something that makes your audience members feel somewhat elite in “getting it.” By making your Brand Promise intangible, you add to the je ne sais quoi of your brand, elevating it above the brands of your competitors and helping you move beyond a direct comparison of price, features, or benefits.


By exclusive, we’re not talking about a specific product feature or benefit that none of your competitors can provide – and which will probably change over time. We’re talking about something that no one else stands for, something that no one else is talking about, something that is uniquely woven into the fabric of your organization, product, or service. Your Brand Essence must deliver a message, that once you’ve stated it, no other organization can say anything even similar without coming across like a copycat.

And one last thing to keep in mind: Your Brand Essence is an internal statement. Don’t worry about what it will sound like to your audience; in most cases, they will never hear it. The purpose of a Brand Essence is to have a simple statement that you can use to judge every decision you make – from the headline and photo of an advertisement, to your employee dress code or the message on your voicemail system. Everything you do and say must exude your Brand Essence.

Earth Friendly Organic Halloween Makeup – Have A Festive Plant Essence Chemical Free Halloween

Next to Christmas and Thanksgiving, Halloween is one of the most celebrated honored holidays of the year. It never ceases to amaze me how many people get into the spirit of the holiday and enjoy the festivities. 2,000 years ago, Halloween was a very sacred holiday celebrated by the Celtic people in the ancient British Isles. It was a holiday celebrated by Druids, Witches and Wiccan Covens, Fairies, Elves, and various other Celtic Tribes. On All Hallows’ Eve, as it was called back then, the Druids would go from door to door holding an empty basket asking for fruit and whatever treats the residents would give them. Later in the evening, everyone would gather together in a festival, dancing, singing, playing, and enjoying the foods they were given.

Many centuries later, Halloween is still a celebrated holiday, but today things have drastically changed. People still enjoy wearing costumes, pretending to be their alter ego. They also enjoy going door to door saying, “trick or treat” and asking for sweet treats, but the tradition has vastly changed. Halloween is probably one of the most expensive holidays. As soon as the summer begins to fade, stores begin stocking up for Halloween and the Christmas Holiday Season. Throughout the store, you’ll see the regular merchandise combined with racks upon racks of new Halloween paraphernalia.

One of the biggest traditions of Halloween is the wild and elaborate costumes people design. Many people go with the traditional Angels, Ghosts, Devils, and Superheroes, while others opt for outlandish costumes, portraying celebrities in Hollywood. The costumes are usually cute, colorful, and beautiful and the makeup is a process all to its own. Dressing up and playing make believe, pretending to be someone or something else for a day is fun and exciting. It is a beautiful way to express the inner child. The problem is that the makeup and hair goo that is used to complement the costumes is usually toxic, smelly, and very harmful to the health. It’s fun to dress up and wear wild and zany colorful makeup and create funny wild hairdos that get attention. But when these products contain toxic petro-chemicals, the fun disappears.

I remember attending Halloween parties with friends and I always had a great time dressing up and checking out everyone’s getup. We always had such a great time trying to guess what someone was supposed to be and admiring the elaborate costume designs. Unfortunately, there was also a down side. Each person had bright or dark colorful thick makeup on and colorful hairspray with funky silver and gold streams sticking out of their hair. As soon as I would get close to someone, I would have trouble breathing, would start coughing, and I’d make a mad dash for the bathroom. At first, I thought I was crazy and I couldn’t understand what was wrong until years later.

When my husband and I began learning about holistic natural living, we began to question and analyze all the holidays. We were invited to a couple parties, but we started turning down invitations. I was no longer interested in wearing funky or sexy costumes with wacky colorful makeup because I couldn’t find anything fun that was non-toxic. All those crazy facial makeup applicators and the silver and gold aerosol junk you put in the hair are permeated with toxic petro-chemicals. That shiny silver and gold stuff that you use to draw lines and decorations around your eyes and on your cheeks is filled with petroleum, potentially toxic food dyes, and horrible fragrance. Those petro-chemicals contain coal tar, the same smelly toxic chemicals that are used to pave roads and repair leaky roofs. Essentially, you’re putting gasoline on your face and in your hair! If you find this gross and appalling, then you’re paying attention. It’s cheap and massively distributed to all cheap dollar stores and can make people very ill. The fumes from the adulterated scented products pollute the air, groundwater, and wildlife. The packaging winds up in a toxic landfill, where the toxic plastic will never biodegrade.

If you want to have fun and get dressed up in some wild funky colorful costumes and makeup, opt for something that is safe enough to eat. Aubrey Organics and Aveda make some beautiful makeup, including some playful, funky, wild colors. There’s no reason that you can’t have fun in a non-toxic earth-friendly manner. Pure organic plant essences are safer for the environment and the recycled packaging they come in can either be reused or recycled. The cheap inexpensive little makeup applicators you find in the bargain stores are better off ignored. A really good way to enjoy Halloween and the Holiday Season is to make your own non-toxic earth-friendly makeup and check out some books with some good non-toxic tips.Say “No” to greedy multi-nationals! Say “Yes” to organic, green, earth-friendly conscious companies that care about the environment, the humans, and the animals. Eat, live, shop, and be Green! Shopping at your local health food store and purchasing only those products and items that are 100% green, organic, earth-friendly, and non-toxic is the best thing you can do to contribute to a cleaner greener Earth and reduce your footprint upon the Earth.

Diary Of A Wedding Planner – Bridal Vs 2011 Evening Dresses

Any gown can be converted into a wedding dress, especially if you’ve opted for a nontraditional theme. Here are some 2011 evening dresses for weddings with a twist.

At a traditional marriage event, you’re literally married to a certain look. If you wear a color other than white, your mother will be embarrassed. Your father will not approve. And your grandparents might choke on their champagne.

But these days couples are getting creative. They’re planning unions that represent their lifestyle. And they’re not afraid to play around with alternative interpretations of wedding attire.

If your ceremony is going to be nontraditional, what you wear can be too. You are definitely not restricted to shopping in a bridal shop. If your wedding plans do not adhere to a specific religion, you’ll have even more freedom to experiment without offending anyone.

Nondenominational ceremonies are the perfect venue to sport an unconventional design like Sherri Hill #2018. This ivory and gold beaded gown sewn from crinoline and tulle is just two steps to the left of a customary bridal dress. You’ll be testing the alternative waters in this mermaid cut, without venturing too deep.

Another possibility for a nondenominational event is Precious Formals #H3670. It’s a girly, knee-length silver design with layers of ruching and ruffles. This looks more like honeymoon lingerie, than an “I do” garment. And that’s the beauty of it.

We all know what the color white is meant to represent when you get married. And for most the message is only a gesture. For those who feel this intimation is old-fashioned I suggest La Femme design #14757.

Although it is a rose and smoke hued chiffon ensemble, it does carry a marital essence. It’s long, sweeping and romantic with a jeweled tank top. And the color combination would definitely be fitting for a woman who is walking down the aisle for the second or third time.

In 2011, evening dresses will be even cutting-edge. And this is a direct reflection of cultural trends. Couples pride themselves on building relationships that are distinct from their parents.

If you and your future spouse are edgy, you may be leaning toward a reception-only ceremony. After a quick trip to city hall, your atypical nuptials will be all about the party. Bye-bye customs, hello open bar, a masterful DJ, and your closest friends.

Reception-only weddings are no holds barred. You can get away with any color, and any cut. A disco-inspired silver design like Faviana’s #6539 will crush customs and celebrate innovation. It’s shiny and metallic with an illusion of whiteness.

Nika Designs outfit #3618 is another example of an unusual bridal style. And yet again, when you look at it, it has an unmistakable wedding essence. This cream, black, yellow and smoke colored chiffon selection is decorated with suspenders of jewels.

You can get away with using 2011 evening dresses in place of bridal gowns. Be inventive and you will create an extraordinary entrance on your day of wedded bliss.

The Print Dress – Top 3 Patterns

There is no doubt that you already are aware of the amazing print craze that has swept the women’s fashion industry today. Bold and bright prints can be found within a number of different fashion pieces today but first and foremost within the women’s dress industry specifically. Dresses for women today have come a long way and it is time we have all caught up with these amazing trends because once you dive in you won’t want to ever turn back! No matter which one of the leading dress styles you choose to utilize this summer and fall, it is the pattern that is going to catch the attention of those around you, no matter where you are.

By far, the number one dress pattern available today is what is known as bohemian. This print option fits perfectly within the safari and military trends that are constantly emerging and the colors within these prints are quite flattering colors. It is a bit difficult to describe in detail this print but in essence it is a unique combination of circles, stripes, florals and color blocking. Although this may sound like a ridiculous amount of pattern within one print, designers like Elan International have a way of making it come together. You will find these patterns most commonly in either bright and bold colors such as teal, fuchsia and golds or more neutral colors such as olives, neutrals, blacks and tangerine.

Florals are next on the list in popularity and not in the tacky way florals used to be present in the fashion industry. Today, designers have taken the large floral prints of the past and made them smaller and more appealing in terms of color and positioning. The essence of floral prints is small flowers and designs but this design takes up more space. So instead of having a few large, strategically placed flowers on your dress, you will have a print pattern covering the entirety of the dress and this in itself is what has turned florals into a must have. You will find that dark colors are most commonly the background for floral patterns in order to make the print more vibrant. You may think that florals are not for you but many women are changing their mind once seeing the new take on this old classic.

Stripes and color blocking prints are at the top of the list as well. These two prints are definitely co-related and their sharp and defined pattern is what attracts attention. Color blocking is the art of mixing a number of different bold colors but allowing them to sit separately within the dress. Generally this contains about two colors but in many cases it can go up to as many as six colors without compromising the style. In terms of stripes, fashion designers have gone further than the traditional blue and white nautical stripes and created stripes of bold and bright colors for the summer. Forget what you’ve heard about stripes being unflattering, they work for a number of different dress styles!

This summer, J.Delrue can guide you through print dresses, silk pants and more so you are always looking trendy no matter where you are. Her advice can make women’s clothing trends simple and easy.

Christening Gowns: Infant Dresses Used in Baptism

Christening gowns are basically used in Christian community during baptism ceremony. This ritual is very predominant in Christian community which provides a sense of welcome dress and a new rigor and enthusiasm in the whole rituals. These gowns are a symbol of new predicaments which provide new and fresh vistas to the rigor and development of a classic ritual which provides a feeling of aura and uplifted spirits for the entire family to welcome newborn child. These heirloom gowns are worn by newly born baby girls at the church when family performs a welcome ceremony or a ritual which incorporates the spirit and trends of christening ritual.

The standard concept behind christening dresses is that mother and father get a chance to decorate their newly born or toddler when the child is new in the world with white frilled gowns or silk and satin dresses which embarks the spirit of a feminine vintage dress to adorn the spirits of baptism ceremony. In the eastern orthodox community, this garment is worn by a newly born child at least for eight days; this is a robe which is commonly used in Christian culture to accommodate the virtues of baptism culture which provide the essence of a normal ritual which recuperates “the essence of name giving ceremony which provides sole heritage and culture feel to the residents and uphold the spirit of Christianity.”

The baptism culture has a significant history behind it which portrays the essence of “garden of light” whereas; it clearly signifies the demarcations of a robe which has its roots attached to history. When receiving Holy Communion or sermon from father at the royal Scottish church; newly born has to wear this dress for almost eight days to protect the sanctity and holistic virtues of a new life incorporated by holy blessings and preaching of father!!Thereby, christening gowns have a huge market demand which caters significantly to a huge Christian market and recuperates the trend of affordable pricing as an important parameter!!

Apart from the traditional and holy avenues, these christening dresses are associated with fashion fraternity which provides “gleaming essence of vintage and floral coutures.” It inspires the virtues of Roman Catholic faith which have immense hostility and positive virtues in christening ceremony of infants. It is a long white gown which has holy spirits of lace and cotton fabric which provide a rich esteemed and classic or royal demeanor to the entire existence.

Though finding the outfit and particular accessories or perfect fabric for the ceremony to match up with it may be the main focus, mother and father could also buy other extra accessories like footwear, beautiful satin or lace cap and frill dress embellished with beautiful sequins which enhance feminine appeal and other accessories such as socks, bibs, blankets, bibles and young children textbooks from our online web portal which has successfully made its presence on the internet.Precious few is an online portal which provides a fabulous collection of christening white gowns to endorse and adorn the spirit of festivity and upgrade the tradition of baptism in roman catholic church!