Branding goes beyond shaping your brand and grabbing ideal customers’ attention. It reflects your brand’s identity, personality, and values. Moreover, it structures how each target market can be targeted correctly and gives directions that facilitate the selling of products and services.
To simplify the subject, the traits and values or even the performance of a brand is a reflection of a brand DNA. A brand DNA plays the same role as human DNA. It contains all hereditary information related to a brand.
Many business owners are ignorant of the importance of defining the brand’s DNA and skip its research when it comes to branding their products or services. Which will affect their businesses’ performance negatively in the future. Moreover, there is a big chance that customers may perceive the brands’ image according to wrong assumptions that go opposite to what the business owners had in mind related to their brands.
Let Us Give You Some Directions on How to Build Ideal Brand DNA:
It is important to add a background story related to your brand. It is good to show your passionate and inspirational story that led to the creation of your brand. People will understand and learn more about the spirit of your brand. Moreover, some people would actually relate to the brand when they know more about how the idea came up and what influenced its concept.
People care about the value of your offer. What value will they gain from buying your product/service? Take, for example, two brands that operate in the same industry and field. what would push the customer to prefer one brand over the other if the prices are the same, is the quality used. You should be able to identify the strong points of the value you offer. Otherwise, you will fail to achieve brand consistency and long existence in the market.
Brand values represent the principles that structure a brand and a business. It is considered to be an essential part when defining the core of any brand. For example, American express adopts customer commitment as one of its core values. Which means building long-term relationships with their customers. Be committed to what values your brand adopts. Don’t just write words.
A brand personality makes up the characteristics of your brand. Just like humans, each has a different personality with different characteristics and traits. It is about how you want your target audience to think of you as a brand. (Ex: friendly, responsible, sophisticated, energetic, etc).
Identifying your exact target market for your brand, helps you focus and dedicate marketing effort towards those who would most likely get your product or service. Knowing your audience helps you communicate your brand's value proposition correctly. However, you should Identify your targeting approach carefully. Since differentiated targeting strategy differs completely from concentrated targeting strategy. Each depends on your brand and the industry market.
The way you choose to communicate with your audience makes up your brand’s tone of voice. It is more like what approach you adopt to communicate your message, idea, or thought via different channels. Word choice here matters and writing style also plays a very important role in your customer's perceive your messages. For example, Dove adopts an uplifting approach that focuses on encouraging and motivating their audience (women) to take care of their beauty.
Community collaboration is also known as community involvement which describes your brand's contributions to the community in general. The level of contribution can be local or regional. This depends on your brand's mission. However, having any community collaboration activities help increase brand awareness and build a positive reputation.
To conclude, given the above information about your brand DNA will help you know where to start. Again and again, do not skip the brand DNA part when it comes to branding since it is the core that will help your brand stand out and maintain its consistency in the long run.