Just think what all does your DNA have to do with you. Everything! The way you look, the way you behave, the way you sound . It’s what gives you an identity of your own and not of anybody else’s. 

The same goes with your Brand DNA. It sets your Brand different through its authentic

• purpose
• Promise 
• Values
• Positioning  and
• Personality.

☝🏻 Your brands purpose must be really powerful . Its all about finding your brands WHY. This will bring your consumers emotionally closer to you and will help them resonate better. You can opt for a strong mission statement which can be converted to your brand reality. The only thing that can bring a visible brand differentiation into your brand is having a powerful WHY. 

☝🏻 Brand promise should be timeless and consistent. It should convey the change that your brand can make and how it can benefit the consumers. Don’t try to boast on your promises, it need not be huge. Even if it’s a small initiative, keep it consistent. Never break your customers’ trust. 

☝🏻 Core values are things that your brand sticks to ,no matter what. These values act as pillars to your whole brand as even your client approaches you getting hooked into these values. Have ethical brand values and never do anything that does align with these values as a brand. It should radiate a positive halo from your brand to your customers. 

☝🏻 Brand positioning is what makes your brand memorable. It is what makes your brand different from other brands. This is where you can explain WHAT. You need to showcase what makes you different from other brands or your competitors. Here, you need to play smart but again be honest. 

☝🏻 Your brand personality is whatever it gives a differentiation. The tone, the color palette and everything that gives it its own unique attributes comes in here. The choices you make must be conscious as those convey what will be your brand experience to your clients. It is HOW people perceive you to be at first impression. Keep in mind that you cannot appear fun and chilled in your brand personality and treat your client like shit !!!

All these then contribute to something called ‘Brand Perception’ which is how consumers perceive your brand. It’s entirely their game and you cannot have any influence in it other than by condensing an effective DNA plan to your brand’s core.