Brand DNA

The Brand DNA Process

Brand DNA is the emotional tension, truth, value, and distinctiveness already inside your brand, even if it hasn’t been fully articulated. Your Brand DNA is what people feel about you, long before they logically analyze you. It’s the reason customers share you, stay with you, and publicly support you. It’s the spark inside the brand that advocacy grows from. However, I have seen too many Founders create the spark but not the amplification.

Brand DNA: The Foundation That Fuels Advocacy

Most brand DNA foundations are invisible from the outside world. Like human DNA, although you cannot see it, it is responsible for how your brand develops, your:

·       promise

·       positioning

·       customer experiences

·       culture

·       marketing

·       reputation

·       ability to scale without diluting your meaning

A strong foundation doesn’t just define who you are today, it directs who you’ll become tomorrow. It aligns your team, deepens customer belief, and strengthens every marketing effort. Brand DNA is the starting point for word-of-mouth advocacy.

The GDJ Brand DNA Process

GDJ will take client through proprietary brand fundamentals process to help client identify its core Brand DNA.

·       Strategic Target Audience Insight: The unmet or unarticulated need. Note- this is not your creative target or media target.

·       Brand Purpose: The unique higher order value your brand delivers to customers; the fundamental reason why your company/business/organization exists. Brand Purpose is based on three key elements: Fundamental Human Values, Fundamental Human Motivators, Brand Archetypes

·       Brand Competitive Positioning:  The distinct position in the marketplace the brand occupies relative to competition in the mind of the consumer.

·       Brand Reputation: What you want your Brand to stand for in the hearts and mind of your customer base. What your customers would say/are already saying about your Brand.

·       Brand Personality: Overall description of the personality of the brand influencing the Brand’s Look, Tone, and Feel.

·       Brand Performance Equities (Functional, Experience, Emotional): What the customer experiences from a functional, experiential and emotional standpoint, focusing on true points of differentiation, points of superiority and points of parity vs. competition. This will also include ways to create a differentiating customer and franchisee experience.

·       Brand Value Proposition:  The clear concise communication of the inherit unique value the brand provides the strategic target audience.

·       Strategic Brand Concept: One sentence that describes the differentiating emotional and experiential promise your brand makes to the consumer with supporting information to drive support/ credibility that your brand can deliver the benefit promised.

·       Brand Vision/ Mission: Vision is where the brand sees itself in the future. Mission is the strategic path the brand will take to accomplish the vision.

·       Social Responsibility: How will the brand give back to the community in a way that generates continued brand growth leveraging Prosperity Modeling.