Brand DNA
Uncover Your Organization’s Genetic Code for Competitive Advantage
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EVERY Business Has A Brand; Good, Bad, or Indifferent…What’s Yours? Unfortunately, most company stakeholders cannot effectively articulate the distinctive essence of their brand. So the question becomes “If you cannot express your brand concisely and consistently; how do you expect your customers to know, trust and embrace it?” With all the pressures small business entrepreneurs like you have, how can anyone expect you to stop, for a moment in time, and begin a structured process for investing time into the development of your core brand? There is something revealing about the old analogy “ready, aim, fire” that often mimics how businesses are started. The goal is to ‘get the thing up and running smoothly as soon as possible so I can sit back and make a living’, right? If it were just that easy! Your customers (including you) are both unconsciously and consciously seeking a return to the human element in our everyday transactions. Our rapid pace and unrelenting technology innovations (e.g.,Twitter®, LinkedIn®, Facebook®, Plaxo®, MySpace®, etc.) penetrate into our daily lives and blind our deep-seated needs to relate to human beings one-on-one, reaching into the emotional levels, creating meaningful relationships, trust and consistency. This book and methodology helps driven entrepreneurs re-focus on the human element and re-introduce it into business strategy as it has lost its place among the focus on logistics, ROI, market reach, profit & loss reports, budgets, financial analyses and bottom-lines. If your're serious about your business' success and passionate about how you deliver your product or services, then The Brand DNA methodology, outlined in this book through Meg’s eyes, is a powerful gift to you. A gift that is not taught in business schools (yet). And a gift that will create a paradigm shift for your business in how you navigate the journey of defining, creating and building your authentic business brand from the inside out. View this book as if you were taking a course in brand building, share it with your employee team (if you have employees) and complete the exercises thoughtfully and creatively. If you are a solo-preneur, request the feedback from those who are invested in your success as a small business. Sharing the activities and outputs with your team or your selected support circle is a powerful component of digging deep to define your authentic brand and the results will be exponential.
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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 http://brandascension.com/Blog/. They can also be contacted at info@brandascension.com.