- On 13 June, 2017
- Counselling, Esencia, Esenciario
From phrases extracted from the esenciarios I have done, I explain what this document is.
ESSENCE is the word that links Public Image and Integrative Counselling in Mora-Mora’s line of work. When I first started working with mixing both areas, I realized that it would be great to have a document that would collect and contain the most important aspects of the brands and projects we working on.
The deep initial research process that we follow in Public Image gets enriched by incorporating Integrative Counselling techniques. Through deep and meaningful online or face to face sessions, I am able to identify the essence of the person behind the brand as well as the own brand’s essence. I then synthesize it into a unique and special essence report.
From explanations given to clients on some Esenciarios, I came up with this post entrance. It sums up how an Esenciario is created and what it is to me:
Trough a series of online or face to face sessions with people involved, we begin a deep research process. I get to know them, they tell me all about their idea. We talk about who their target audience is, how they communicate with then, who buys their products or services and the main objectives they want to reach, amongst other things.
It is quite a pleasure for me to get to know real people and ideas through this meetings.
An Esenciario is something magical to me. It is like a personal, hand made container in which you would store the distilled scent of the brand. This is a document in which we write the most valuable pieces of information the idea and brand has. It will be a reminder of why we began doing what we do and from what place in our hearts we do it.
Each Esenciario is perfectly unique, like the essence of the people behind each brand or idea. Writing an Esenciario is a process in which I connect with the energy of that person so that I can vibrate in their frequency and convey the love they feel for the things they do.
It can be hard sometimes to write them down because I want it to be perfect. I want this work to be helpful in their professional work, to accompany them in a successful path and to reflect each thing they have in mind.
Uf! Such a heavy weight on my shoulders… jaja
I have learned, it gets so much better when I enjoy the ride. I let myself go and allow myself to share what their idea or brand really means to me, from heart to heart. That’s how Esenciarios get written.
Once I hand it over, the person must read every word. I ask them to really feel what I wrote and check if anything is missing. It is important to check if there are some words that do not precisely mean what they want. Choosing specific words for each brand is part of their essence. We make as much changes as necessary until it is perfect for them.
What’s important about the Esenciario is that it brings together every detail from the concept in hand so that we can look at it later and still have a solid base to work on.
There are cases in which an Esenciario can help you gain strength in low times of doubt.
It can also work as a starting point to an idea that you would like to develop further on.
Personally, my esenciario helps me reconnect with my personal possitive energy and hope. It helps me get inspired with the Mora-Mora essential idea.
Respecting, enjoying and observing change that may come, the esenciario will always be the go to document that we can use to create coherent brands.
Up to now, essence embodied in Esenciarios have not been modified. We’ll let time tell us if this stays this way for every case, if things are different in a particular case I’ll let you know 🙂
If you have any doubts left about what an Esenciario is or how it can help you, feel free to post on the comment section. If you want to you can contact me directly.
Anyway, thank you for reading,