What factors make up your brand's DNA?
Posted: Mon Feb 17, 2025 6:44 am
To define the "genetic map" that describes the brand's DNA, a series of elements must be determined in order to understand how the entire organization functions.
Each of them will show key aspects of the company and how it works.
Attributes
They describe the inherent characteristics of the brand, which are evident, tangible and can be perceived at first glance by the senses.
To be considered attributes, they must be verifiable and make a noticeable difference when viewed by a person.
A clear example of this is the design of Apple brand devices, which are notoriously of the highest quality, both in design and internal components.
Values
At this stage, they refer to those emotional and more intangible elements than attributes . That is, those that are only perceptible through the feelings and emotional bonds that are developed between a brand and its customers .
Here, the product remains solely as a transactional item and a connection is established beyond the commercial relationship , thanks to what the organization is able to provoke in consumers.
These values are crucial, in terms of marketing and brand positioning , to create a positive image of the company in the minds of people and should be the differentiating factors used in branding strategies.
Promise
Here we enter a terrain where the most fundamental points for defining a brand begin to be described. The brand promise is a definitive factor in standing out from competitors , since this is what will tip the balance in favor of your company in terms of customer experience .
Each strategy, plan, graphic piece or turkey phone number list specific action that is executed by the company must be supported by the brand promise and revolve around it.
Coca-Cola, for example, has established happiness as its brand promise over time. Therefore, the tone of its campaigns always has happiness printed as a common factor.
Philosophy
At this point we are referring, of course, to the most human element of the brand's DNA, which responds to both questions and objectives: the way in which it is presented to the public, its tone and other codes that characterize the organization based on how it perceives itself.
Now that we have reached a state of awareness about the components of brand DNA, it is relevant to address those stages that are necessary to understand our own brand.
Each of them will show key aspects of the company and how it works.
Attributes
They describe the inherent characteristics of the brand, which are evident, tangible and can be perceived at first glance by the senses.
To be considered attributes, they must be verifiable and make a noticeable difference when viewed by a person.
A clear example of this is the design of Apple brand devices, which are notoriously of the highest quality, both in design and internal components.
Values
At this stage, they refer to those emotional and more intangible elements than attributes . That is, those that are only perceptible through the feelings and emotional bonds that are developed between a brand and its customers .
Here, the product remains solely as a transactional item and a connection is established beyond the commercial relationship , thanks to what the organization is able to provoke in consumers.
These values are crucial, in terms of marketing and brand positioning , to create a positive image of the company in the minds of people and should be the differentiating factors used in branding strategies.
Promise
Here we enter a terrain where the most fundamental points for defining a brand begin to be described. The brand promise is a definitive factor in standing out from competitors , since this is what will tip the balance in favor of your company in terms of customer experience .
Each strategy, plan, graphic piece or turkey phone number list specific action that is executed by the company must be supported by the brand promise and revolve around it.
Coca-Cola, for example, has established happiness as its brand promise over time. Therefore, the tone of its campaigns always has happiness printed as a common factor.
Philosophy
At this point we are referring, of course, to the most human element of the brand's DNA, which responds to both questions and objectives: the way in which it is presented to the public, its tone and other codes that characterize the organization based on how it perceives itself.
Now that we have reached a state of awareness about the components of brand DNA, it is relevant to address those stages that are necessary to understand our own brand.