'A brand is a promise delivered'
Brand DNA (components of a brand):
1) Brand Vision - The future
2) Brand Mission - Why the brand exists
3) Brand Promise - The pledged experience
4) Brand Values - How vision and promises are delivered
5) Brand Position - How we are seen in the market place
6) Brand Personalities - What people associate with us, brand stories, brand identity
Functional Values: Define the practical benefits offered by the products/services
Emotional Values: Derived from our internal values
What is brand DNA?
- Refers to brands distinctiveness, novelty and attributes as compared to those of the competition
- Establishes the blueprint for the customer service and employee brand experience
- Must be unique in its own way
Brand Essence Model - the core single brand idea or key words
Brand Essence:
- Brand promise expressed in simplest terms
- Human personality reflected in a signature, brand essence and self image can be reflected in symbols
- The most powerful brand essence is rooted in the fundamental customer needs
Brand tone of voice - how it talks to consumers
- How brand talks to audience
- All communication coming out of a well-branded company should sound as well as look right
