Brand DNA are the attributes and characteristics that define a brand and make the brand distinctly different and unique from other brands. These characteristics permeate through out the brand’s communication vehicles and are visible and identifiable in all ancillary elements that represent the brand. Brand DNA can be thought of as distinguishing variables that strategically differentiate the brand from competitors and describe the brand’s purpose, value, benefit, promise, and personality. This framework of characteristics are further developed by the perceptions in the minds of the end-user. Brand DNA will ultimately drive how the brand will function in the marketplace and help to shape the perceptions of the brand in the minds of consumers. Additionally, the perceptions and consumer behavior toward the brand will also work to shape the brand in the marketplace.
Branding is the creative strategy employed by brand stewards to build economic, social, political, and or community value in products and services offerings for the brand shareholders and consumers. Branding should systematically increase the overall value of the brand. Brand building enhances and accentuates key characteristics and attributes of the brand that are then communicated to target audiences that have been identified as the most likely to positively respond to the brand. Brand building should focus on strengthening the brand’s distinctive identity and contribute to brand uniqueness and relevance in the mind of consumers.
