Below mentioned are some characteristics of brand essence:
1. Brand essence should be exclusive and should enable the brand to distinguish itself from its rivals.
2. It is intangible as it is a feeling that the customers may experience when they associate with your brand.
3. Brand essence should be meaningful as it represents the offerings and value proposition of a company.
4. It should be consistent with every contact that a customer has with the brand.
5. It should be sustained over a period of time and shouldn’t fade away.