Although the term DNA evokes a completely different field—bringing to mind the genetic information of living organisms—in the context of a brand, it is equally significant. Here too, we can talk about a “genetic code,” meaning the specific principles and rules that determine how a brand should be perceived, how it should behave, and how it should be seen.
Brand DNA (Distinctiveness, Novelty, Attributes)
It’s easy to identify a brand that stands out, has something characteristic, and is unique. A potential customer recognizes that purchasing from this brand brings something exceptional, from sensory experiences to rational benefits. A customer who buys a promise will only return if that promise is fulfilled.
When a shelf offers a dozen—or often dozens—of the same product, we tend to choose the one that isn’t average, the one that’s unique. Often, we also choose brands we identify with. A brand can become associated with specific life events, particular scents, or shared values. This network of associations between a brand and a consumer increases the likelihood that the customer will remain loyal over time.
Another factor shaping a brand’s perception in consumers’ minds is its attributes—the characteristics that must be clearly highlighted during branding. These attributes form the brand’s personality. Attributes tied to brand image can be expressed through personification: consumers see the brand as a person with a particular lifestyle, interests, or style of dress.
Elements of Brand DNA: Values, Promises, Distinctiveness, and Communication Style
Brand DNA can be seen as a detailed instruction manual explaining what the brand is, how its materials should look, how it should be communicated, and what personality it embodies. This ensures consistency in communication—a key condition for building a strong and recognizable brand. Each element of the brand DNA has one clear goal: to create a brand that is cohesive, relevant, unique, and distinctive.
Brand Values – The Foundation of Brand-Consumer Communication
A crucial element in defining brand strategy and DNA is values. These are the traits that determine how the brand is perceived in the market. Catchy slogans alone are insufficient to create a strong brand. What truly resonates with consumers are the values they share with the brand—values they experience when interacting with it. Shared values make customers feel at home in the brand’s world and encourage long-term engagement.
Promises – What the Customer Buys and What Must Be Delivered
As mentioned, customers buy promises. Some relate to functional benefits that go beyond the basic features of the product. Today, when functional offerings are often similar across brands, these promises are not enough. Promises of status and social belonging are equally important—by using a brand’s products, customers express themselves, their preferences, and tastes. Another critical promise is that of exciting experiences: joy, pleasure, or thrill from interacting with the brand. Effective brand management ensures that these promises can actually be fulfilled.
Distinctiveness – What Makes the Brand Unique
What sets a brand apart? Is it the product itself, the brand’s history, prestigious awards, or the production process? Why should a customer choose this product over hundreds of others? A brand must clearly communicate its uniqueness and exceptional qualities. The most enduring differentiators are the brand’s values, culture, and personality—traits that define the brand and shape its perception in consumers’ minds.
Communication Style – The Voice of the Brand
Developing brand communication involves giving the brand a voice: defining its tone, style, and final messaging. To do this effectively, one must step into the customers’ shoes, see the world through their eyes, and understand their challenges, needs, and aspirations. Knowing your audience is essential for creating a coherent language perfectly tailored to them.
Brand DNA – The Key to Building a Strong and Recognizable Brand
When developing a brand’s DNA, it is essential to consider what the brand is, which values it represents, what sets it apart from others, what it offers and to whom, and which promises it fulfills. All of these elements are interconnected and form critical components of the brand’s DNA.
It often happens that a brand’s DNA is shaped randomly by the people managing the brand or other decision-makers. The danger in this approach is that when there are changes in the decision-making team, the brand may begin to evolve in inconsistent ways, often exhibiting contradictory traits. Developing a clearly defined brand DNA—outlining how individual brand materials should look and how the brand and its products should be communicated—ensures consistency in communication, which is crucial for building a strong and recognizable brand.
