DNA contains the genetic instructions for the development of all living organisms (genotype), together with certain factors derived from its ecosystem, it fixes the set of observable traits that it will develop (phenotype).

The ability of the DNA of living organisms to adapt to evolving environments allows for a great parallelism with the essence of brands. DNA collects the biological information of living things, and likewise, it marks as living things being born, grows, reproduces, and dies. This means that in the DNA of a brand we find a combination of information related to its origin, its current reality and its future projection.

Defining a brand’s DNA, the essence of the brand, is vitally important to give it a better existence and prolong its future. Without it, it will be very difficult to grow the business.

10 Fundamental Factors to Successfully Identify a Brand’s DNA

There are several factors that have a decisive influence on the definition of a brand’s DNA. Only when a complete understanding of how the Company works and what its relationship is with its brands is achieved is it possible to build a definitive genetic map.

  1. Inheritance. Identify the source of the brand’s meaning. Not its semantic definition, but its true raison d’être.
  2. Culture. Defined by the set of factors linked to the way of being and doing of an Organization that are shared by its members. These factors translate into unique facts perceived internally and externally, which differentiate one Organization from another and serve to position it in the environment and cohere internally.
  3. Values. Those that truly remain and link with the customer-persona of products and services that, at the same time, are capable of transmitting our essence.
  4. Difference. Standing out in an oversaturated market is getting harder and harder. Differentiators are the factors that make the brand unique, distinguishing it from the competition. They can be rational and emotional factors.
  5. Positioning. In itself, it is a solid, credible, relevant, differential and lasting definition that describes the essence of the brand and its raison d’être, giving it meaning and making it understandable to internal and external audiences.
  6. Personality. Those defining traits that determine the key elements with which the brand expresses itself. It is acquired through introspection and distillation of its most representative values and benefits.
  7. Purpose. It contributes both on the inside – helping employees and shareholders understand why – and on the outside – helping customers understand what the brand is for. It’s something that goes beyond functional benefits and has an emotional and social reach.
  8. Competitive space. Brands hardly act in virgin environments, so it is convenient to frame them in a specific environment, identifying what the opportunities and threats are in the market.
  9. Territory. It is the tangible and intangible space that a brand occupies, defined by its very nature (company/business) and by its rational and emotional aspirations to its stakeholders. It expands the positioning by creating the context in which it will be developed.
  10. Communication. What is not communicated does not exist. The brand comes to life by projecting an image through communication and through dialogue with its stakeholders. Does it tell a story that connects emotionally?

Once we find the DNA of the brand, it will be convenient to contrast it with the past and present of the Company in order to achieve maximum alignment in its essence. From there, if the future of the brand is projected, we will be able to find the best formula to express DNA in a way that lays the foundations to constitute a real competitive advantage.


Carlos Puig Falcó

President of Branward®

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