The Essence of Amuma Living Par Excellence By Pauli Antoine Let there be light! No two brands should be alike. A brand must have its own identity, just like every person has a unique genetic blueprint. Without a core identity, all you have is a generic product. More important is the summation of a brand’s DNA, its raison d’être or its essence. It’s often kept short—just two or three words—to distill and capture the brand’s enduring heartbeat as it grows over time and extends to vast territories.