Know your company’s DNA
Aristotle said, “Knowing yourself is the beginning of all wisdom.”
A company is a living, breathing body. It grows, changes and responds to a variety of outside factors. Every business, no matter the size, age, or type has a distinctive DNA, the internal genetic code that carries all the information about how the business will look and function.
A clearly articulated DNA is important to a business -- this is not only the services or products you may offer, this is the overarching purpose of what you do to offer a very specialised experience compelling your customers to come back for more and
become your brand champions.
DNA is a great analogy to use for company values. Company values are what make you, you, and what are passed down from the company to employees to help them develop and
function and the company succeed.
Values need to be prominent.
Company values need to be prominently displayed in everything and everywhere so there are no questions as to what they are. I’m not just talking about websites, but every communication tool used at your company — shout them from the metaphorical rooftops. Whether it's on your employee platform, when speaking at a company event, on mouse pads or on posters, get them out there.
For example, what we do at Teach Consultancy is provide results orientated Corporate and Executive Coaching with a mix of consultation in the merged niche market of digitalization complimented by in person coaching. Teach Consultancy's core purpose is to inspire by example, empower and transform with pioneering action based coaching.
Here are a few tips for discovering your business DNA:
List the core values that guide your behaviors and business processes.
What is important? What are your guiding principles?
Core values drive all action and give meaning to the intentions behind what your business does.
Strong brands have unwavering values.
Articulate the Brand Promise you give to your employees and customers.
Brand promises cultivate trust.
Write a brief, clear statement of the promise(s) you pledge to deliver at every contact point for employees and customers. Be sure brand promises are reflected in company practices and services provided to foster a passionate and motivated company culture.
Points of differentiation
What is your ownable space? What is exclusive to you? Trade secrets, unique processes or services delivered, recognitions, etc.? What sets you apart?
State the perception, both functional and emotional, that you want to take control of in the minds of your customers.
You don’t need to be prominent and global to own the perception you want to create in your space.
You do need to create procedures, expectations, and protocols that equip your employees to deliver the brand DNA you have defined.
Show off your brand’s unique style.
Describe the characteristics and personality of your brand.
Brainstorm how your style can be offered as a multisensory— emotional, social, physical, cerebral, or even a spiritual—distinct brand experience.
Branding For Success
Be original, show off your style, and tell your story.
You want to be more than just another business; you want a branded image that makes you inspiring, strong and recognizable. Successful marketing will get people to give your brand a chance, but it will not get them to return or to become devoted brand champions. It is only your brand’s ability to provide a distinct, consistent and applicable experience that will keep your customers connected and coming back.
Every company needs a solid brand with core principles, however this doesn’t happen on its own. It starts with you, the founder of the company. Knowing your business DNA is the beginning of all wisdom!