Define Your Brand's DNA to Build Brand Loyalty

Increasing competition and commoditization are present in every product category, and now more than ever, brands need to differentiate to survive. But how do the best brands successfully set themselves apart and connect meaningfully with their audiences? The answer lies in how well they define what makes them unique—Brand DNA.

Brand DNA: The Foundation of Your Brand’s Story

A brand is an idea, an intangible concept that exists in the minds of the audience. More than a logo, image or slogan, it encompasses the overall impression and associations people have with a company, product or service. As humans, we seek to connect with others through stories, which summarize what we see, hear, feel and experience when we interact with them. The same is true for how we connect with brands.

Ultimately, the strength of a brand rests in its ability to effectively communicate and reinforce its story consistently over time. Brand DNA is how the brand writes its distinctive and memorable story. It includes all the essential elements of a story, from the brand’s origins and goals to the audiences it serves and how it shows up in the market. When Brand DNA is clearly defined, the brand’s story is also clear. This helps target audiences easily see how the brand is different, how it aligns with their own values, and why it is the right choice over other options.

Defining Your Brand’s DNA

Leading clients to establish the Brand DNA of their product or service is a priority when kicking off account work. The ideal process includes bringing together a team of key stakeholders in a collaborative workshop environment with a skilled facilitator who guides the team through questions about the brand across different areas. This task may appear simple but is often challenging. Categories and questions explored include the following:

• Values: What values are most important to the brand, and why?
• Vision: What does the brand aim to achieve?
• Target: Who will make the brand successful?
• Difference: What are the tangible differences the brand has over its closest competitor?
• Competence: How does the brand meet the audience’s need beyond the functional benefits offered by the product/service?
• Personality: How does the brand express itself?
• Promise: What does the brand promise to give its target audience if they choose it?
• Reward: How will the target audience feel because of choosing the brand?

Using Brand DNA to Guide Decision Making

Once set, Brand DNA acts as a compass of sorts, guiding decision making for the brand as market dynamics evolve. Whether it’s updating a campaign and messaging or designing a new omnichannel plan to reach a target audience, Brand DNA is the blueprint that helps client teams determine the best way forward. And because Brand DNA is established via input from a cross-functional team, each team member can feel confident that all relevant perspectives are represented in brand decision making.