How to capture the essence of a brand?
The Brand Key model can be a useful aid. A brand is not what you (the advertiser) say it is, it is what the consumers say it is. But, a clear brand identity will help you to get the right values across to your target group. It revolves around a key benefit, the essence, that helps your product or service stand apart from competition and which is relevant and important to the customer.
Apple = Innovation
Disney = Family Fun Entertainment
It will guide all further communication activities as this is the heart of your brand. The way you talk to your customers with what kind of messages etc.