Brand DNA

A brand’s DNA incorporates who the brand is, how they behave, who they interact with, how they approach challenges and so on.

Some aspects that are used to understand an organization’s DNA are: the organizations values, the mission that they are trying to achieve, the cultural norms of the organization, how they are going to communicate within the organization, the detail of the organization’s design strategy and the organization’s business plan and strategy.

Developing your brand DNA includes having an in depth understanding of every aspect that makes up your organization. Each organization is different based off of their DNA. Having this understanding of your organization by creating this DNA, allows more a more efficient functioning of your organization and allows you to achieve the goals that are set out more quickly. It provides a better sense of teamwork among the employees as now everyone is made aware of the core aspects of the organization based off of the DNA.

Source: Allen International

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