Texas CEO Magazine November|December 2014 | Page 10

cmo

DEPT

by Bill Bayne

THREE TIPS
FOR BUILDING
STRONG
BRAND DNA
Making a Roadmap
for Strategic
Planning and
Decision-Making

In today’s extremely competitive marketplace brands that thrive know the importance of starting with the foundational
element – Brand DNA. It’s more than just
knowing who the company is and what they
want to offer and it’s more than core values
and mission statements. Brand DNA is
about looking deeper and discovering what
the business wants to be known for in the
marketplace, how they want to be perceived
among peers, and how they want to define
the relationship with both the customer and
the team member. A useful and practical
aspect is that Brand DNA not only provides
a roadmap for both long term strategic planning in the C-suites, but it is a great tool for
day-to-day decision-making at every level.
When done correctly, Brand DNA influences and steers leaders through almost all
decisions and initiatives.
There are three factors business owners should consider when beginning this
dialogue. Having an experienced Brand
DNA facilitator is also critical to keeping
the process as objective as possible:
What do you want to be known for by
your customers?
Businesses come and go in today’s markets,
but those that stay tend to be the ones that
are true to themselves and the communities they serve. Think of the above question
in terms of the objectives for the company.
For a focus on conveying quality in every
phase of the operation, the words “pure”
and “true” might be appropriate in a Brand
DNA point. For a desire to connect and be
involved with the target audience, the words
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“relevant” and “regional” might serve as a
Brand DNA point.
Through outlining the company’s
objectives, these key words and phrases
can become apparent very easily. It’s good
to remember audiences appreciate when a
company is transparent. Stating how the
company wants to be viewed in the marketplace will only help drive those beliefs
internally – it all starts from within.
Is there an aspect of the company that
is unique to you, an aspect that guides
you?
Highlighting a key differentiator can help
companies stand out among competitors
and provide a sense of confidence for target
audiences who engage with them. For
example, when a company sources only the
finest foods for its restaurant, customers
know they are eating something fresh every
dining experience and are assured in their
decision to continue being a patron of that
restaurant.
Customers and team members alike
want to know a company is assertive and
reliable when it comes to what is being offered. That uniqueness factor is just another
way of letting audiences know the company
is committed to those it serves and willing
to go the extra mile. Another strong Brand
DNA point could be, “Whatever it takes.”
How will we utilize our Brand DNA to
help our team members make decisions and embrace our values?
Brand DNA is a great tool for all levels of

Texas CEO Magazine