Well Defined Brand DNA & Disciplined Branding is Critical

The definition of DNA is as follows: “a molecule that carries most of the genetic instructions used in the development, functioning and reproduction of all living organisms” (Wikipedia).  This concept of DNA can be applied to the business world in the area of branding.  A brand needs a single set of instructions to develop and guide the business in the disapline of branding. A clearly defined brand DNA will help drive branding, marketing, merchandising and sales. DNA can even drive financial decision making.  The brand DNA is critical to developing differentiation from your competitors as well as consistency for your customers.

What are the critical areas to achieve this brand core consistency?

• Enduring DNA Blueprint
• Disciplined DNA Management
• Carefully Defined Consumer
• Clear Brand Promise
• Brand Competitive Point Of View
• Distinct Brand Personality
• Defined Brand Voice
• Carefully Managed Product Roadmap
• Defined Brand Words and Naming Convention
• Strongly Controlled Brand Message Management
• Consumer and Retailer Touch Point Management
• Product Naming Discipline

Once the brand DNA is established, and the company as a whole truly adopts this DNA at at the core, your brand will begin to have a distinct personality, feel and voice throughout the industry.