It is about Brand DNA

1. A B r a n d C o n s u l t I n g G r o u p
We help you build Trust

2. about………….
This will be all about
BRAND dna

3. What is a dna?
dna

4. Lets get the
Biological
DEFINITION
first.

5. Deoxyribonucleic Acid (dna)
(/diˌɒksiˌraɪbɵ.njuːˌkleɪ.ɨk
ˈæsɪd/ ( listen)), or DNA, is
a nucleic acid that contains
the genetic instructions used
in the development and
functioning of all known
living organisms (with the
exception of RNA viruses).
The main role of DNA
molecules is the long-
term storage of information.
DNA is often compared to a
set of blueprints, like a recipe
or a code, since it contains the
instructions needed to Construct
other components of cells, such
as proteins and RNA molecules.

6. Hence, dna
• Lets Learn …
is the
Blueprint
of any
Human body………….

7. Isn’t it………….

8. SO....

9. What is then, a
Brand
dna?
dna

10. It isn’t a
mission statement
or
a secret sauce.

11. It isn’t a
logo.
logo
It isn’t an
ad either.

12. Then
what is
it??

13. A brand’s DNA isn’t something you’ll find attached to
a building or locked away in a password-protected
file.
A brand’s DNA lives inside the people who are at the
core of what makes that brand breathe and grow,
from its CEO to its executives to its staffers to its
customers.

14. How can you
create your
Brand dna?

15. You need to ask
5 important Questions
to yourself to get a direction in forming the
Brand dna.
1. Is it relevant (do customers care)?
2. Does it make you stand out?
3. Does it turn customers on?
4. Is it credible?
5. Is it durable?
If the answer is yes to all five of these questions, then the dna
blueprint is ready to take shape.

16. Hence the Brand dna helix will have
intertwined in them
1. Your Brand Purpose
2. Your Brands Points of
Difference
3. Brand Personality
4. Brand Promise

17. Your Brand Purpose
I often refer to the Big Ideal as Brand Purpose!
When there is purpose, their is motivation and focus - the organization knows
what its mission is, making it easier to make decisions.
This makes sense because when you have a higher purpose, you become more
motivated to make the world a better place, rather than, only, focusing on the
bottom line.
This allows the organization to focus on its users. And by doing so, you are
consistently meeting their needs which creates satisfaction, trust and loyalty;
therefore, stimulating higher profits because people are willing to spend more on
your products and remain repeat purchases!
Like the presentation says: "Big Ideals Make Business Sense"!

18. Here are few examples……..

19. Your Brands Points of Difference
If properly designed, brands should promise relevant differentiated benefits to
their target customers. Carefully choosing the most powerful benefits will not only
result in brand preference, but brand insistence.
That is, the brand will be perceived to be the only viable solution for the
customer’s need. Put another way, the customer will not pursue substitutes if the
brand is not available.
The optimal benefits for a brand to claim are those that are:
(1) very important to the target customer
(2) supported by organizational strengths
(3) not being addressed by the competition
Ideally, the brand tries to ‘own’ only one or two key benefits, as that is all a
customer will remember. The benefits should be understandable, believable, unique
and compelling.
I often hear people say ‘our product is a commodity’ or ‘price is all that matters in our category’
or ‘all of the viable positions in our market have been taken.’ Don’t let anyone convince you
that your brand can not be differentiated. After all, chicken, bananas, vodka and even water
have been differentiated.

20. Even if you’re selling the same thing, don’t make
the same claim. There are hundreds of different
ways to sell the benefits of your product or service,
so find one that’s different than your competitors.
That often comes down to one thing: Listening.
The better you are at listening to consumers, the
easier it’ll be to differentiate your brand.
Absolute Vodka is a perfect example. In 1980 it
was a brand without a future. All the market
research pointed to a complete failure. The bottle
was weird looking. It was hard to pour. It was
Scandinavian, not Russian. It was way too
expensive. It was a me-too product in the premium
vodka category.
But the owner of Carillon Imports didn’t care. He
believed his product was just different enough…
That all he needed was the right ad campaign.
So he threw out all the old conventions of his
business and committed to a campaign that was
completely different than anything else in his
industry. And he didn’t just test the water, he came
out with all his guns blazing.
Needless to say, it worked. The “Absolute
Perfection” campaign — which is still running
today — gave a tasteless, odorless drink a The moral of the story is this: When you
distinctively hip personality and transformed a choose to follow convention, you choose
commodity product into a cultural icon.
invisibility. To gain attention disrupt
convention.

21. Brand Personality
Based on the premise that brands can have personalities in
much the same way as humans, Brand Personality describes
brands in terms of human characteristics.
Brand personality is seen as a valuable factor in increasing
brand engagement and brand attachment, in much the same
way as people relate and bind to other people. Much of the
work in the area of brand personality is based on translated
theories of human personality and using similar measures of
personality attributes and factors.

22. A Visual Tool for Brand
Personality Development

23. What Personality Reveals about a Brand?
Personality gives a brand dimension and
depth. It can breathe life into inanimate
images.
It can be the cornerstone for service delivery …
and connecting emotionally with customers.
Great brand personalities are multi-
dimensional. As with humans, brand
personality has both depth and multiple facets …

24. Brand Personality…..few
examples
•Fierce individuality
•Rebellion against things that are unjust
•Different Starbucks’ is outgoing, youthful,
•Innovative personable, and friendly … a
•Fearless in the face of danger refreshing escape, reshness,
•Brave warmth, and comfort.
•Seeking a better life
•Free spirited
•Wild
•Seeking escape
•Adventurous

25. Brand Promise
A brand’s promise can be stated as follows:
• Only [brand] delivers [unique differentiating
benefit] to [target customer].
• The brand promise should be reinforced with
proof points to substantiate its claim, that is,
to make it believable.

26. 3 Ways to Make (and Keep) Your
Promise
To motivate customers, a brand promise must achieve the
following 3 goals:
• It must convey a compelling benefit
• It must be authentic & credible
• The promise must be kept, every time

27. FedEx - Your package will get
there overnight. Guaranteed.
Apple - You can own the
coolest, easiest-to-use
cutting-edge computers and
electronics
Gatorade - communicate the product
new natural formula, free from food
colorings and artificial sweeteners to
restore the liquids and mineral salts lost by
the athletes.

28. So
finally………
finally………

29. Understanding Brand dna is vital….
Successful brands have one thing in common - well defined, and likeable
personalities that connect with customers and create real competitive
advantage.
At the heart of every successful brand is clearly defined Brand DNA™
Just like human genetic coding, Brand DNA controls identity, behavior,
longevity and personality. It’s a basic code for survival and the
foundation on which successful organizations and brands are built.
Brand DNA ™ is a process that enables companies to ensure that their
brand is aligned with business objectives and is clearly and consistently
communicated across all applications.

30. Understanding Brand dna is vital….
Brand DNA™ provides the critical link between brand strategy and real
business actions.
Brand DNA establishes the blueprint for the customer service
and employee brand experience. You will develop your brand
strategy, promise, and values that will ultimately give your
organization a competitive advantage and a distinctive
reputation in the market.
It is the foundation from which all other elements of the
process will be shaped and organized. It helps everyone to
understand the brand, at least as well as consumers.

31. A B r a n d
B3G
C o n s u l t I n g G r o u p
We help you build Trust
(Bhalchandra’
(Bhalchandra’s Brand Brew) B3Group
Bhalchandra K. Pai
Chief Brew Master
e- mail: bkpai805@gmail.com
INDIA
19 – 3 - 2011