The vast majority of CEOs and managers start their business by building their own business based on the product on which they bid.
However, what many let pass hitting is that, in fact, your business should be based on your brand.
The brand is essential for your positioning as a company. Without it, it is simply impossible to grow your business, and it is through it that the product becomes irresistible to the consumer, conveying value and generating an unforgettable experience.
And the best way to get started is by defining the DNA of your brand. Whether you are someone who wants to open a venture or a company that already exists in the market but does not yet have a well-defined DNA.
It is important to know that all companies already have their DNA, however it is necessary to know how to map it so that you can follow the guidelines.
DNA, biologically speaking, is the structure that contains the genetic instructions of living things and allows them to differentiate them from each other. And with your brand is no different.
It is the definition of your business DNA that will allow you to tell the story of your company, convey its value and make it unique in the market.
If you are:
someone who is in the first steps in building your business;
has a mature brand but is stagnant;
or want to renew (and innovate) to always be beyond its competitors,
this post can inspire you in many ways!
That's why we've come up with some tips on how to create your DNA, making your company powerful and leveraging results.
1. Look inside yourself and your business
Okay, as obvious and cliché as this may seem, often the answer to our problems lies in ourselves. Return to the starting point, which motivated you to kick start this undertaking. Understand the essence of your brand.
What kind of problem did I want to solve?
Which / who / what was my inspiration?
What do I want my consumers to feel?
Powerful questions can lead you to the answer of what you are looking for. Getting to the heart of your brand is imperative to begin to define your DNA. Also, if the people who work with you do not understand the essence of the brand, it will be a huge challenge to deliver passion and value to your consumers.
2. Investigate your ecosystem
Analyze the scenario that you want to insert your brand. Understand your competitor and do a thorough research on this. Look for how the interaction between the customer and your competitor is made, understand their suppliers, their positioning, etc.
Before we created Salt, we went through extensive competitor surveys. We look for creative studios, design agencies and define our space in this market.
3. Define core values
Defining the values inherent to your company is critical. It is from them that you will deliver your product and how your work team will work. Be true and authentic. It is no use putting boldness as a value if it is not intrinsic to the brand. Your speech should be fully aligned with your delivery.
The values that define Salt's DNA are inspiration, planning, simplicity, versatility and creative empowerment. And all of them are inherent in branding.
Try to define 4 to 6 values that dialogue coherently with your purpose. These values will always be reflected in your product and in your company, and that way it will be much clearer to the consumer to understand what your brand proposes.
4. Create Your Purpose
Once you have defined the DNA values, it is time to translate them into a phrase that will always accompany your brand (this is not the same as a tagline. Slogans serve more commercially and in a certain amount of time) .
We define what would guide Salt, translate our values into actions :
We want to creatively empower companies that seek their value in the market. We will do this through simplifying solutions and, with that, we will inspire them to sell more and better. We will get to this point by means of a planning based, that will be independent of the market changes, but will adapt to the needs of each project.
5. Establish communication
Defining what the method of communication with your audience will be is essential. In addition to saying a lot about your brand, this will be your primary interaction with the customer.
Do you communicate more informally and fun with your client, or is your method more formal and reserved? The way you express yourself reflects a lot of the personality and DNA of your brand, so these factors need to be aligned.
Posted on May 28, 2018 at 01:29 PM