Brand DNA — Amati and Associates

The Brand DNA is the collection of values and characteristics of a brand. These elements are condensed into the brand core. Brands like people take action, express ideas, and even feel. But brands — unlike people — are a construct, and therefore their traits need to be formalized. The Brand DNA is what distinguishes any brand from its competitors. It is how they behave, act, and interact with others. A brand’s DNA is why customers choose a deep connection with one brand over others.

The brand DNA is the essence or soul of The brand. The core values, beliefs, and principles guide the business decisions. The brand DNA is the foundation for success, even more so for premium and emotionally connected brands. For example, luxury brands tend to consider and foster their heritage while they focus on their current priorities and future ambitions. They should consider questions such as: What do you want to achieve in the long term? How does your brand contribute to society? Do you care about customers’ needs?

Successful brands often focus more on creating a compelling brand DNA than competing with peer brands. Their brand positioning is based on who they are and what they stand for, not with whom they compete. Salient brands are great at creating an enduring image, but, this means that they should be careful about what they do, how they market themselves, and what…