Brand DNA

Have you mapped your brand DNA yet? If that conjures images of lab coats and test-tubes, don’t worry! As a brand, defining your DNA involves discovering and defining your own unique identity – the essence of your existence, including all the attributes that make you distinctly different. By defining your brand identity, you will be able to reach your target market, increase brand awareness and make informed strategic decisions, as I’ll explain below.

What is brand DNA?

The DNA of a brand involves everything from the core values, story of its origin, purpose, to its target market. Your brand DNA actually has a lot in common with chemical DNA – the genetic code in all living beings:

  • It’s what makes you unique
  • It runs through every fibre of your being
  • It contains the instructions for growth and development.

By referring to these three attributes, you can begin to define your own individual brand identity. Attending one of my brand workshops will also help you to delve in deeper and extract your brand DNA.

Identity, consistency and purpose

Let’s look back at those three attributes to see how understanding your brand DNA can help you increase brand awareness, gain more customers and make the right strategic decisions for future development.

  • A confident sense of unique identity is essential to help you differentiate yourself in the marketplace. The better you know your own brand personality, the more strongly this will come across to consumers, and the easier it will be to reach the people you’re hoping to attract.
  • Good branding is consistent through every channel. So whatever your output, be it packaging, radio advertising, poster campaigns or even your telephone manner, your brand DNA should be present and identifiable.
  • Your purpose, vision, core values should influence your brand identity, and be the first thing you consider when making big decisions about growth. It should play a major part in your future direction, determining the choices you make in everything including recruitment, advertising, sales outlets and corporate partners.

Get clarity on your brand

If you’re not sure what defines your brand identity, you’ll need to look inwards to work it out. This is called brand discovery and it’s an exciting adventure; if you’re the founder of your business, you’ll find it enjoyable and instructive to think about what’s most important to you and to consider questions that you might not have thought about before. Brainstorming these questions can be an easy way to start:

  • What are your core values? What’s important to you about these values?
  • What would a typical customer look like? Where do they shop? What’s their outlook on life?
  • If your brand were a person, how would they dress? How would they talk? What would their personality be?
  • What’s your heritage? How did your brand come to be?
  • What’s your ultimate purpose? What are you really working towards?

Even if you have been selling your products or services for a few years, setting out to rediscover your brand can be a really useful exercise. You may be surprised by what you discover.

Get professional advice

Sometimes it can be really helpful to get an outsider’s view of your brand. If you need some professional guidance on how to discover your brand, I can help! I offer a range of brand services to suit every budget. Just contact me and we’ll take it from there.

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