Suzanne Tulien From Brand Ascension
In school, we learned that deoxyribonucleic acid, or DNA, makes every person unique. It’s something that is embedded in every cell of your being — your saliva, your hair, and even your sweat. It’s something that makes you UNIQUELY you.
What would happen if we apply the concept of DNA into your business. What do you get? Suzanne Tulien of Brand Ascension explains the concept of Brand DNA and how it is important in your elevating your business in this interview.
Listen to the interview here:
Stop Marketing! Start Branding! -SHOW NOTES
- Brand DNA refers to the brand foundational values that businesses does business by. It includes your company’s core values, style attributes, authentic differentiators, standards of performance. Brand DNA is a brand promise and a brand platform.
- Brand DNA matters because it helps your business focus – to stay on track on what you say you are. It can be used to make decisions like hiring employees and marketing your business.
- Your brand DNA blueprint is your guide to making business decisions. It should be authentic and true to your company’s values.
- Brand hones on the perception of the brand. It is not the logo. A logo represents the brand.
- Brand DNA will help you elevate your brand.
Branding for solopreneurs and companies.
Brand DNA is different for a company and solo entrepreneurs.
- A company brand is a collective creation. To develop the brand, the members of the company should sit down together and go through a brand invention to define the core attributes of the company brand.
- A solo entrepreneur is the brand of the business. Your customer will interact with no one else but you. You are the brand.
Branding vs Marketing
- Branding is inventing what attributes you will withhold. It’s about defining the core values that will define your business and how you will make decisions.
- Marketing is the act of disseminating information about your brand. It’s about getting the word out about your brand.
Six Myths of Small Business Branding
Suzanne wrote a book called 6 Myths of Small Business Branding: Discover the Secrets and Learn the Truths to Exponentially Grow Your Bottom Line.
Here are some myths:
- My Logo is my brand. Logo is an iconic, graphic symbol that represents the brand. It is not the brand. The branding should come before the logo. You should tell your graphic designer “This is who I am. Develop something that matches that.”
- My brand appeals to everyone. –No brand is universal.
- My customers just want the best price. The truth is that 82% of customers are willing to pay more for better customer relationship.
- The size of my marketing budget determines my brand success. Understand that branding and marketing is different. You should define your brand. Your marketing dollars will not work if you don’t have a consistent branding.
- The Internet has created a “FREE industry.” Decide what tier of your products and services are you going to offer for FREE.
- You do not have to discount your products and services in order to get customers. Focus on elevating your service in the customer level. When you level up your relationship with your customers, they will feel more valued and be willing to pay more. For example, Starbucks can charge $5 for a cup coffee. Why? People go there for the experience, rather than the coffee.
Cultural Creative Focus
You may have a lot of interest but it all boils down to your core attributes. Help your employees understand the DNA of the brand. It has to get to the mind of the employees for your brand and your business to be a success.
Suzanne Tulien, Co-founder and Principal of The Brand Ascension Group® is committed to organizations who want to achieve transformational and sustainable brand success through strategic, internal branding practices. As co-pioneer of The Brand DNA System(SM), she helps small to medium sized clients define their internal brand core. Then, guides them to integrate it within their leadership, culture, and processes to produce experiences that inspire, motivate and engage employees to deliver memorable customer experiences consistently.
For 23 years, Suzanne has been passionately serving clients by creating corporate identity design solutions packaged with powerful strategic branding consulting and training. Working with a dynamic marketing and training firm, she helped design and facilitate marketing training workshops across the U.S. Then, as creative project manager for the global consulting firm, Navigant Consulting, Inc., she helped manage the internal and external brand acquisitioning of 13 different firms and the acculturation processes to be merged under one corporate entity.
How are you branding yourself? Do you brand? What is your brand? What is your idea of small business branding? Leave a comment below with your brand and a link back to your site so we can see it!