What does your company do and how do you do it? Your brand DNA is the unique identity of your company that helps new and existing customers understand your focus. It contributes to how you might stand out in a sea of competitors and guide decision-making and product launches. Whether you need a new brand or a more defined existing brand, identifying key elements of your brand DNA will help create a consistent identity that is reflected in everything you do, from your marketing materials to your customer service.

There are key elements of a brand’s DNA:

• Brand promise: Your brand promise is what you promise to deliver to your customers. It’s your unique value proposition and what makes you the best choice for your target audience.
• Differentiation: What makes your company different from the competition? What unique features or benefits do you offer? Your differentiation should be clear and compelling, and it should be communicated consistently.
• Company story: Your company story is the narrative of your brand. It’s how you tell the world about your company’s mission, values and history. Company stories are more than a collection of facts and are a powerful tool that connects with people on an emotional level. It differentiates the company and builds trust and credibility while engaging customers, employee owners, partners and the community.
• Relevance: Ensure that the brand name, logo and corporate identity are relevant to your industry, solutions and culture. The brand name should provide a clear idea of what and who you are.
• Simplicity: Keep the brand name simple and easy to pronounce. A complicated or confusing brand can be a barrier.
• Availability: Consistency across all platforms is key. Checking availability of the domain, social media handles and other platforms is essential.
• Legal considerations: Verifying trademarks to avoid legal issues is important.
• Longevity: A strong brand and clear story better equip your company to adapt to change for years to come.

Your brand DNA is the core of what you do and how you do. When you have a clear understanding of your brand DNA, you can make informed decisions about everything from your marketing strategy to your product development.

Take your brand to the next level and contact us. We look forward to helping you discover your new branding.