Quick, describe your brand in less than 10 words.

Write it down.

Now answer these questions:

– Do your words capture the essence of who your brand is?

– Is your description focused on what your brand does best?

– Are these words different than what your competitors are saying?

If you don’t like the answers to any of these questions…

…rewrite the description as many times as it takes to get it right.

This is your BRAND ESSENCE.