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
BRAND DNA
Uncover Your Organization's Genetic Code for Competitive AdvantageBy Carol Chapman Suzanne TulieniUniverse, Inc.
Copyright © 2010 Carol Chapman and Suzanne Tulien
All right reserved.ISBN: 978-1-4502-2063-7Contents
Foreword..........................................................................................................xvAcknowledgements..................................................................................................xixPreface...........................................................................................................xxiPart 1: Meg's World...............................................................................................1Introduction: Meet Meg............................................................................................3Chapter 1: My Brand is My Logo....................................................................................11Chapter 2: It's My Company; I Know Who I Am.......................................................................24Chapter 3: My Tagline is My Brand Promise.........................................................................37Chapter 4: Branding is Marketing..................................................................................48Chapter 5: My Customers Just Want the Best Price..................................................................65Chapter 7: My Brand Appeals to Everyone...........................................................................88Chapter 8: The Size of My Marketing Budget Determines My Brand's Success..........................................96Reader Exercises Part 2:..........................................................................................107Chapter 1 Exercise: Identify and Define Your Core Values and Style Attributes.....................................109Chapter 2 Exercise: Define Your Differentiators and Establish Standards for Your Brand............................122Chapter 3 Exercise: Discover Your Brand Platform and Declare Your Brand Promise...................................143Chapter 4 Exercise: Reassess Your Marketing Message...............................................................153Audit.............................................................................................................158Chapter 6 Exercise: Assess and Align Your Brand Behaviors to Your Values and Style Attributes.....................165Chapter 7 Exercise: Define Your Ideal Customer....................................................................170Chapter 8 Exercise: Leverage the Power of the Senses to Build Your Brand Experience...............................176Epilogue..........................................................................................................185Afterword.........................................................................................................187About the Authors.................................................................................................189Part 3: Branding Tools and Resources..............................................................................191Brand Terminology.................................................................................................193Brand Behavior Assessment.........................................................................................196Brand Elevation Resources.........................................................................................198Living Your Brand Activities......................................................................................200Endnotes..........................................................................................................205
Chapter One
My Brand is My Logo Nothing seems more obvious to me than a product or service only becomes a brand when it is imbued with profound values that translate into fact and feeling that employees can project and customers can embrace. -Richard Branson, CEO Virgin Airways
THE CHALLENGE
As I stepped out of the frigid temperatures into the warm, toasty environment of the store, all my senses were at attention. I was fully immersed in the scent of aroma-rich espresso and pastries in the air and the soft sound of jazz music in the background. It was 7:30 am. I exhaled a deep breath and looked around to see a place full of people. Everyone seemed fully engrossed in their moments of enjoyment. I spied Meg in a corner, sitting in an overstuff ed couch. She looked up; a big grin from ear to ear emerged as she waved me over.
"Hi Carol," she said after she finished a gulp from her coffee and stood up to greet me with a firm handshake.
"Hello Meg!" I said and then set my computer bag on the rectangular coffee table while plunging into the soft overstuff ed chair next to Meg. "I just got off the phone with Suzanne. She's just around the corner," I reassured.
"Great! I can't thank you enough for agreeing to meet here before we begin today's Brand DNA session. I have a few things I need to share with you and Suzanne that involve some immediate decisions for the business. I couldn't think of a better place than this to grab some time before we start our session," Meg remarked in an appreciative tone.
"Absolutely! I guess that's why they call it the "third place" after home and office. You don't have to twist my arm to get me here," I replied.
"Me either. It's hard for me to pass up a Starbucks," said Meg.
"Well, now that you mention it, Starbucks is a wonderful example of what building a brand is all about!" I added. "Besides, the location is great. A quick walk under the viaduct and we're at BA Group's offices."
Meg shared a big grin, slapped her hand on her tote bag, and said, "I can't wait to show you what I have here. And what timing-there's Suzanne." She gestured her over with a warm welcome.
"Hello ladies! Brisk enough outside for you? Brrr, I need some coffee!" Suzanne said, setting her computer bag on the coffee table, ready to charge to the counter.
"Oh no, please; it's truly my treat! I insist. What would you both like?" Meg asked.
"Okay, you're on. How about a grande vanilla, soy chai latte?" Suzanne answered.
"I'll have a venti dry cappuccino with a touch of chocolate and cinnamon powder on top," I quickly added, almost too eagerly. Suzanne relaxed on the sofa next to Meg's spot. She and I conferred for a couple minutes regarding the Brand DNA session while Meg crossed over to the counter.
Meg was back in a flash. "Today's session will be a real pivotal point for Ecolog as it sparks the beginning of the defining moments of the future of your brand," I said.
"Well, I have to admit that my team and I have been in suspense for the last few weeks in anticipation of this session and what it will mean for our brand. We need to work on finding ways to market and sell more business, since we've lost some good customers recently and we're falling short of our revenue goals," she explained as she began to sift through her tote.
Immediately a red flag went up in my mind. "To clarify, Meg, today's session is not about exploring more ways to market or sell more business but rather to define the unique assets of the Ecolog brand," I explained.
"Oh, yes. I remember us talking about this session and the expected outcomes," she said as she pulled out a portfolio. Meg's face beamed with enthusiasm and eagerness. "Here we go! Tah dah!!" She...
