Chapter 4. Defining Your Brand DNA

Whether or not you have taken the time to formulate your brand, your organization, your service, and your products are still a brand. Your brand may not be on Interbrand's one hundred most valuable brands list; nonetheless, your brand is what consumers and staff think about you. Your choice is whether to take control of shaping your brand's destiny or to let consumers and your staff haphazardly define your brand. If customers define your brand, they will do so in large part based upon their experiences, influenced by employees who have no clear idea about the brand they represent.

What is your brand DNA

Defining brand DNA, the unique components of a brand, is key to beginning the process of consistently delivering ...

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