5 steps to unlock value growth with your Brand DNA
A unique and well-articulated Brand DNA, consistently applied by your whole team, across every customer touchpoint, paves the way for higher value and growth.
Yet, many brand propositions fall short due to a lack of differentiation, overuse of generic language, and failure to connect with target customers. This commoditised approach often leads to increased reliance on price discounts to drive sales, eroding margins and reducing profit potential.
The following six steps offer insights into how some of the most world’s most profitable brands create and leverage their Brand DNA to unlock value and achieve long-term growth.
1. Proven DNA Framework & Process
Businesses with a well-defined Brand DNA use a framework, that captures the full value of their Founder’s Spirit, the unique quality and creativity of their product/service, and their commitment to responsible, sustainable practices. When combined with a realistic, relevant purpose, inspiring values, and a vision for the ideal customer experience, this can unlock substantial value. The best brands then distil this into a few words, or essence, that encapsulates the heart of their proposition.
2. Differentiated and Distinct
The next step is to ensure that every element of your DNA is summarised in a distinct and differentiated way. By using ownable language, emotive stories, meaningful imagery, and memorable iconography, you can elevate the perceived value of your brand among target customers and strengthen your competitive advantage. Importantly, your DNA should determine your brand identity, ensure you are easily understood, and keep you true to what you believe in.
3. Alignment and consistency
When your brand DNA has been crafted and distilled, it should be documented and converted into engaging written and visual content. High-performing brands use these assets to ensure all team members are regularly trained on the importance and meaning of the brand DNA. This ideally includes extended channel partners such as retailers, and all external agencies. Creating a culture of aligned brand custodians improves overall efficiency, and helps ensure a consist, higher quality customer experience at every touchpoint.
4. Premium Growth Strategy
Brand DNA should be at the centre of all strategic decision making, helping define not only what the business will do but also what it will intentionally avoid. When developed effectively, your Brand DNA will represent your origins, guide your future, and serve as a foundation for long term success.
5. Whole of business
A crucial step is ensuring that your Brand DNA is embedded throughout the entire organisation, influencing everything from your leadership style and company culture to implementation plans and all points of customer experience. Ultimately, your Brand DNA should help define everything you say and do.
An authentic and beautifully articulated DNA is one of the most valuable assets an organisation owns and is the fuel for future growth.
Discover the heart of your DNA by interviewing people from across the business that know its history and epitomise the brand at its best. Capture their words, convert them into stories that only you can own, and then invest in a copywriter to refine and differentiate the language.
If you would like to understand more about to improve you brand DNA take 5 minutes to complete our Brand DNA Diagnostic, and discover how you can unlock value growth in the short and long term.