Brand DNA
What is it that the likes of Google, Apple and Nike got right when it came to building a brand that could scale up?
There are three things successful scale up businesses have in common. It’s something built into their core, and it’s what I call The DNA of an Irresistible Brand.
There are three core components.
Their brand inspires their audience, team members and commercial partners –?
They buy into the vision which encourages them to take action.
2. They've built a brand with razor sharp focus
Their brand is seen as credible and trusted in their niche.?
Their audience just 'gets it'.?
They instantly see the value and there's no doubt in their mind that the solution will solve their biggest problems.
3. They've built a brand that struts like a unicorn
Their brand lives up to the potential of their idea, matches their ambition and is ready to scale. They already look like the billion-dollar business they aim to be and this accelerates their success.
When you apply these components correctly. Suddenly, everything just clicks in place, your brand levels up.
When I work with ambitious, pioneering, scale up-brands, I make sure these components are built into their brand as early as possible. I do this by taking them through my six-step formula, the 6 Principles of brand communication that make up The DNA of an Irresistible Brand.
Completing these six-steps, Position, Purpose, Personality, Pitch, Presentation and Placement, will not only bullet-proof their brand but they'll also be signalling to the market that they're authentic, they’re credible and they’re the brand of choice - in short their brand is irresistible.
You can learn more about building an irresistible brand by listening to my Art and Communication Podcast. You’ll find it on iTunes, Spotify and Apple Podcasts:
If you’d like to see how your brand shapes up, check out my Irresistible Brand Scorecard. It takes a few minutes to complete, and you’ll get a 12-page tailored report with tips on how to improve your brand.
?It’s completely free, so simply visit: