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  • Writer's pictureAneley Lampugnani

Discover your brand DNA

Real DNA carries genetic information and defines how you look, act and the aspects of your personality that make you unique. It’s the essence of you.

Brand DNA is similar. It is the essence of your identity as a business and it defines what makes you unique and different from competitors.

A brand’s DNA is a combination of several elements, and by looking at four main aspects (promise, position, personality and story), you can start defining it. This will help you:

  • Pinpoint your strenghts

  • Differentiate your brand from the competition

  • Communicate with more confidence

  • Develop a unique brand voice


A brand promise is a value or experience a company's customers can expect to receive every time they interact with that company. The more consistently a company can deliver on that promise, the stronger the brand value in the mind of both customers and employees.


Positioning is finding the right parking space inside the consumer's mind and going for it before someone else takes it. - Laura Busche

Brand positioning describes how a brand is different from its competitors and where, or how, it sits in customers’ minds. To better position your brand, look at:

1. What your consumers want

2. What your company’s and brand capabilities are

3. How each competitor is positioning their brand

Personality & traits

Brand personality is a set of human characteristics that are attributed to a brand. A brand personality helps attract the right audience, appeal to them and strengthen your brand image.

Find your brand’s traits by choosing 5 adjectives that would define your brand if it was a person.

Story and associations

Your brand story is a cohesive narrative that encompasses the facts and feelings that are created by your brand. A brand story is powerful because it inspires an emotional reaction and it lets your customers connect with you at a different level. Tell them where you started, where you are now and where you want to be tomorrow so that they can understand and support your brand journey.


I have experience developing effective branding strategies and uncovering brands' DNA. Contact me at if you need help with your branding.

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