We help you build Trust

A B r a n d C o n s u l t I n g G r o u pA B r a n d C o n s u l t I n g G r o u pA B r a n d C o n s u l t I n g G r o u pA B r a n d C o n s u l t I n g G r o u p

This will be all aboutThis will be all aboutThis will be all aboutThis will be all about………….

BRAND dna

What is a dnadnadnadna?

Lets get the

Biological Biological Biological Biological

DEFINITIONDEFINITIONDEFINITIONDEFINITIONfirst.

Deoxyribonucleic Acid (dna)

(/diˌɒksiˌraɪbɵ.njuːˌkleɪ.ɨk

ˈæsɪd/ ( listen)), or DNA, is

a nucleic acid that contains

the genetic instructions used

in the development and

functioning of all known

living organisms (with the

exception of RNA viruses).

The main role of DNA

molecules is the long-

term storage of information.

DNA is often compared to a

set of blueprints, like a recipe

or a code, since it contains the

instructions needed to Construct

other components of cells, such

as proteins and RNA molecules.

• Lets Learn …Hence, dna is the Blueprint of any

Human body………….

Isn’t it………….

SO....

What is then, a

BrBrBrBrand and and and

dnadnadnadna?

It isn’t a

mission statement

or

a secret sauce.

It isn’t a

logologologologo.

It isn’t an

ad either.

Then

what is

it??

A brand’s DNA isn’t something you’ll find attached to

a building or locked away in a password-protected

file.

A brand’s DNA lives inside the people who are at the

core of what makes that brand breathe and grow,

from its CEO to its executives to its staffers to its

customers.

How can you

create your

Brand dna?

You need to ask

5 important QuestionsQuestionsQuestionsQuestions

to yourself to get a direction in forming the

Brand dna.

1. Is it relevant (do customers care)?

2. Does it make you stand out?

3. Does it turn customers on?

4. Is it credible?

5. Is it durable?

If the answer is yes to all five of these questions, then the dna

blueprint is ready to take shape.

Hence the Brand dna helix will have

intertwined in them

1. Your Brand Purpose

2. Your Brands Points of Difference

3. Brand Personality

4. Brand Promise

Your Brand Purpose

I often refer to the Big Ideal as Brand Purpose!

When there is purpose, their is motivation and focus - the organization knows

what its mission is, making it easier to make decisions.

This makes sense because when you have a higher purpose, you become more

motivated to make the world a better place, rather than, only, focusing on the

bottom line.

This allows the organization to focus on its users. And by doing so, you are

consistently meeting their needs which creates satisfaction, trust and loyalty;

therefore, stimulating higher profits because people are willing to spend more on

your products and remain repeat purchases!

Like the presentation says: "Big Ideals Make Business Sense"!

Here are few examples……..

Your Brands Points of Difference

If properly designed, brands should promise relevant differentiated benefits to

their target customers. Carefully choosing the most powerful benefits will not only

result in brand preference, but brand insistence.

That is, the brand will be perceived to be the only viable solution for the

customer’s need. Put another way, the customer will not pursue substitutes if the

brand is not available.

The optimal benefits for a brand to claim are those that are:

(1) very important to the target customer(2) supported by organizational strengths(3) not being addressed by the competition

Ideally, the brand tries to ‘own’ only one or two key benefits, as that is all a

customer will remember. The benefits should be understandable, believable, unique

and compelling.

I often hear people say ‘our product is a commodity’ or ‘price is all that matters in our category’

or ‘all of the viable positions in our market have been taken.’ Don’t let anyone convince you

that your brand can not be differentiated. After all, chicken, bananas, vodka and even water

have been differentiated.

Even if you’re selling the same thing, don’t make the same claim. There are hundreds of different ways to sell the benefits of your product or service, so find one that’s different than your competitors. That often comes down to one thing: Listening. The better you are at listening to consumers, the easier it’ll be to differentiate your brand.

Absolute Vodka is a perfect example. In 1980 it was a brand without a future. All the market research pointed to a complete failure. The bottle was weird looking. It was hard to pour. It was Scandinavian, not Russian. It was way too expensive. It was a me-too product in the premium vodka category.But the owner of Carillon Imports didn’t care. He believed his product was just different enough…That all he needed was the right ad campaign.So he threw out all the old conventions of his business and committed to a campaign that was completely different than anything else in his industry. And he didn’t just test the water, he came out with all his guns blazing.Needless to say, it worked. The “Absolute Perfection” campaign — which is still running today — gave a tasteless, odorless drink a distinctively hip personality and transformed a commodity product into a cultural icon.

The moral of the story is this: When you choose to follow convention, you choose invisibility. To gain attention disrupt

convention.

Brand Personality

Based on the premise that brands can have personalities in

much the same way as humans, Brand Personality describes

brands in terms of human characteristics.

Brand personality is seen as a valuable factor in increasing

brand engagement and brand attachment, in much the same

way as people relate and bind to other people. Much of the

work in the area of brand personality is based on translated

theories of human personality and using similar measures of

personality attributes and factors.

A Visual Tool for Brand

Personality Development

What Personality Reveals about a Brand?

Personality gives a brand dimension and

depth. It can breathe life into inanimate

images.

It can be the cornerstone for service delivery …

and connecting emotionally with customers.

Great brand personalities are multi-

dimensional. As with humans, brand

personality has both depth and multiple facets …

Brand Personality…..few

examples

Starbucks’ is outgoing, youthful, personable, and friendly … a refreshing escape, reshness, warmth, and comfort.

•Fierce individuality•Rebellion against things that are unjust•Different•Innovative•Fearless in the face of danger•Brave•Seeking a better life•Free spirited•Wild•Seeking escape•Adventurous

Brand Promise

A brand’s promise can be stated as follows:

• Only [brand] delivers [unique differentiating

benefit] to [target customer].

• The brand promise should be reinforced with

proof points to substantiate its claim, that is,

to make it believable.

3 Ways to Make (and Keep) Your

Promise

To motivate customers, a brand promise must achieve the

following 3 goals:

• It must convey a compelling benefit

• It must be authentic & credible

• The promise must be kept, every time

FedEx FedEx FedEx FedEx - Your package will get there overnight. Guaranteed.

Apple Apple Apple Apple - You can own the coolest, easiest-to-use

cutting-edge computers and electronics

Gatorade - communicate the product new natural formula, free from food colorings and artificial sweeteners to restore the liquids and mineral salts lost by the athletes.

So So So So finallyfinallyfinallyfinally………………………………

Understanding Brand dna is vital….

Successful brands have one thing in common - well defined, and likeable

personalities that connect with customers and create real competitive

advantage.

At the heart of every successful brand is clearly defined Brand DNA™

Just like human genetic coding, Brand DNA controls identity, behavior,

longevity and personality. It’s a basic code for survival and the

foundation on which successful organizations and brands are built.

Brand DNA ™ is a process that enables companies to ensure that their

brand is aligned with business objectives and is clearly and consistently

communicated across all applications.

Understanding Brand dna is vital….

Brand DNA™ provides the critical link between brand strategy and real

business actions.

Brand DNA establishes the blueprint for the customer service

and employee brand experience. You will develop your brand

strategy, promise, and values that will ultimately give your

organization a competitive advantage and a distinctive

reputation in the market.

It is the foundation from which all other elements of the

process will be shaped and organized. It helps everyone to

understand the brand, at least as well as consumers.

We help you build Trust

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