Brand DNA

Uncover Your Organization’s Genetic Code for Competitive Advantage

by Carol Chapman & Suzanne Tulien



Book Details

Language : English
Publication Date : 5/6/2010

Recognition Programs

Format : E-Book
Dimensions : N/A
Page Count : 240
ISBN : 9781450220644
Format : Softcover
Dimensions : 6x9
Page Count : 240
ISBN : 9781450220637
Format : Hardcover
Dimensions : 6x9
Page Count : 240
ISBN : 9781450220651

About the Book

Simplified branding. Whether you’re a start-up or a seasoned entrepreneur, this step-by-step, brand-defining methodology guides you and your employee teams toward uncovering your brand’s unique genetic code; your Dimensional Nucleic Assets®, from the inside out. Once defined, your business begins its transformation as it gets highly focused and infuses your brand DNA into your systems, leadership and culture, then through your promotional efforts. Brand DNA will help you establish a foundation for success by defining your distinguishing brand attributes: VALUES, STYLE, DIFFERENTIATORS, and STANDARDS upon which to create competitive advantage and build your authentic brand. It is the foundation that enables you to: • Cultivate a unified, inspired, and engaged employee culture that supports your brand 100% and shares common core values and performance standards • Create consistent brand experiences that win customers for life • Adapt your business strategy and set the rules for doing business • Establish the basis for brand awareness by leveraging your distinctive brand attributes through the behaviors of your employees • Create long term growth and sustainability for your business • Leverage your brand DNA attributes within your external marketing efforts, social media, and PR to create distinction and competitive advantage

About the Author

Carol Chapman and Suzanne Tulien are based out of Colorado Springs, Colorado, and co-founded the Brand Ascension Group to create a paradigm shift in the way organizations define and build their brands—from the inside out. As experiential consultants, speakers and trainers, they work with organizations to achieve transformational business success through strategic, internal branding practices. Visit their website at www.brandascension or Blog at They can also be contacted at