Glossary

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Brand DNA

Much like the DNA of living things – which contains all the hereditary information that make each creature unique – brand DNA condenses all peak performances that made a brand successful over the course of years.

This sum of values is considered the brand DNA that forms the brand core. The specific brand characteristics – just like the genetic material of a living creature – must be unique and clearly defined. They have condensed into a core over many years and are no longer questioned.

What is the purpose of brand DNA?

Brand DNA defines the credibility limits of a brand. Together with the brand stylistics, it defines the brand's personality and creates a clear identity, which is essential especially for employees and brand ambassadors.

To manage a brand successfully, it is crucial that its DNA is recognizable and tangible at all brand touchpoints.

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