When it comes to building a brand, it’s not just about calculating ROI from marketing efforts. Brand building relies on people’s perception of your company. Do your employees trust you? Do your customers? Is your company one that people recommend?
Your brand goes beyond just a logo. It’s the essence of who you are. It’s your Brand DNA.
Understanding Brand DNA
Your Brand DNA is a combination of factors that bring your brand to life. These factors include:
- Vision – Who do you want to be?
- Mission – What are you doing to make that happen?
- Values – How are you doing that?
Your Brand DNA not only affects your internal culture but also influences how your company is perceived externally.
These companies have clear vision and mission statements that guide their operations. Crafting a meaningful mission statement for your own business is essential for maintaining focus and consistency.
Establishing Values
Your values serve as the foundation for your mission and vision. They shape your company’s culture, positioning in the market, and relationships with customers. Consider what qualities are important in your industry and narrow down your core values to a select few.
Your values should align with your vision and mission, providing a robust framework for your Brand DNA.
Cultivating a Unique Culture
Developing your Brand DNA sets the stage for creating a distinct workplace environment. Your values should manifest in your company culture, influencing how employees experience and live out those values.
Building a strong Brand DNA requires more than just a catchy statement. It must be ingrained in the way your company operates, starting with your employees. Investing in your employees will bring your brand to life and resonate with your customers.
Brand Inspiration: USAA
USAA prioritizes values of Service, Loyalty, Honesty, and Integrity both internally and externally. They train employees to embody these values, creating a unique company culture that resonates with their customer base.
USAA’s commitment to their values shapes their interactions with customers, fostering trust and loyalty.
Shaping Customer Perceptions
Your Brand DNA influences how customers perceive your company. It’s not just about the products or services you offer; it’s about the values and mission that drive your brand.
By simplifying your focus, being human in your interactions, and listening to customer feedback, you can carve out a unique niche in the market based on your Brand DNA.
Brand Inspiration: Dove
Unilever’s Dove brand is known for its commitment to helping women realize their personal potential for beauty. Dove’s campaigns focus on empowering women, aligning with their values and creating a strong brand identity that resonates with their target audience.
Dove’s vision and values serve as the foundation for their communications, building trust and loyalty among women consumers.
Evolving Your Brand DNA
As your business grows and changes, your Brand DNA may need to evolve to stay relevant. Revisit your vision, mission, and values periodically to ensure they align with your company’s direction.
A strong Brand DNA provides a roadmap for maintaining clarity of vision and staying true to your mission, ultimately safeguarding your business against obsolescence.