Brands are all about delivering consistently positive customer experiences built around a clear and singular focus, The Brand DNA. But what focus?
The answer rests on four assessment criteria:
- Relevant
A brand must have a strong fit with the needs of your customer groups and the commercial and financial aims of the organisation.
- Distinctive
Your brand needs to own a unique position in the minds of customers relative to other brands in the market. There’s no point in defining a Brand DNA that sits right on top of a competitor’s brand positioning unless you believe you can deliver it more effectively.
- Compelling
A brand must captivate customers: it must in some ways be engaging and ‘human’ in order to make customers feel an affinity for it, not just think rationally about it.
- Credible
We see this as the most important test of a Brand DNA – can you deliver against its central promise, now or in the foreseeable future? If you overlook your ability to deliver against that promise it will be entirely hollow and become a commercial liability.
Having clarified your brand focus your attention needs to turn to brand building »
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