Build an iconic brand using your brand DNA

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Building an iconic brand is complex, from finding your brand soul to positioning, messaging, and identity, which become your brand DNA.

Your brand is the experience you create during each interaction with your brand and how people feel after those interactions. Building a brand means shaping that feeling and experience.

How branding fits in modern business

Organizations can use branding to strengthen their positioning while also creating a more clearly focused marketing experience across channels. You need to understand the essential parts of modern brand DNA:

• The vision of where the organization is heading, and what it wants to achieve.
• The values that the organization stands for.
• The personality of the organization, or what it sounds like to customers.
• The positioning, examining who the organization wants to serve and how that might be unique in the competitive environment.
• The core purpose, or the impact it makes (and wants to make) on the world.
• The products and benefits, which are to a large degree expected by the audience.

The DAC system of modern branding

Creating an iconic brand follows a simple formula, which can be shortened to DAC – Distinguish, Attract, Convert:

• Distinguish focuses on your brand strategy, how you will position yourself and how you can articulate what differentiates your business from your competition.
• Attract builds your brand identity, aligned with your positioning to take control of your brand.
• Convert encompasses your marketing tactics and the various ways in which you communicate your brand identity into the world and to your audience.

The order of these steps is crucial. It ensures consistency, ultimately lowering both your customer acquisition and retention costs, while reducing any potential for audience confusion.

Steps

Define your brand vision, purpose, and mission.

Find your brand soul by defining your brand vision, purpose, and mission

Create an emotional connection between your brand and audience.

Optimize your positioning strategy to differentiate your brand from the competition and resonate with your customers.

Distinguish your business in a competitive market through brand positioning

Take advantage of market opportunities and remain relevant to your customers.

Create a convincing brand story that connects with your audience, and develop a brand culture that reinforces it.

Create an engaging brand narrative and experience through brand messaging

Design a compelling, authentic brand story and develop a brand culture that resonates with all of your stakeholders.

Choose a visual identity that aligns with and communicates your positioning to ensure your brand identity connects to your larger strategy.

Develop a brand identity that reinforces your strategy and positioning

Visually support your brand strategy and spark an emotional reaction in your target audience.

Increase customer lifetime value, and create raving fans from customers, using the Go Beyond approach.

Apply the Go Beyond approach to create a community of loyal customers

Improve brand value, transform customers into loyal brand advocates, and maximize LTV.

Last edited by @hesh_fekry 2023-11-14T10:40:31Z