CHAPTER 5Your Brand DNA
God made humans because God loves stories.
—Chassidic proverb
Your story must be in line with your Brand DNA or it will be working against you. So really, what is Brand DNA?
The letters “DNA” are an acronym for deoxyribonucleic acid, which contains the core biological information that makes one species different from another. It is the hereditary material in humans and almost all other organisms. Nearly every cell in a person’s body has the same DNA structure and, essentially, it is that which makes you you, and similar to, but still different from, other people.
When designing a project, the gifted architect Mark Knauer explores Brand DNA “Differences, Nature, and Attributes.” In application to creating a brand narrative, ...
Get The Hook now with the O’Reilly learning platform.
O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.
