Search
  • Darren Gurr

What is the DNA of your brand and why is it so important?

Is this a question you and your team spend time with? Doing the work to define and implement your organizational DNA is the hardest but most important work you can do because it determines your companies performance.


It is much easier to try and motivate your sales force (which may temporarily move the needle if they actually aren’t doing brand building), try and level up the quality of your product or service, or get a new cool logo and marketing message, instead of taking a deep breath, stepping back and understand what exactly is your DNA?


It’s the old story of doing the urgent vs important work and ensuring that your ladder is leaning against the right wall before you start climbing it. This can be especially challenging when the organization is your baby and you are so in love with it you can’t see the forest for the trees. We get too close to the fire and we can lose this kind of objective thinking when faced with the urgent pressures of running a company or division.


Sometimes outside help is needed in order to become a type of company that can knock it out of the park when it comes to both brand recognition and sales. The kind of company that enjoys the benefit of strong brand equity that comes from a robust, high-performance culture.


What do I mean by the DNA of your brand? Some elements may surprise you and some seem like common sense. In its simplest form, it comes down to three things:

  1. Modern, purpose-driven leadership

  2. An engaged culture

  3. A commitment to brand authenticity that is off the charts


But what is it about these three elements that would create strong brand equity?

It comes down to what you are committed to creating, why you are committed, and how you are going to do it. But, simple isn’t always easy.


Modern leadership in organizations is quickly becoming the norm and those who understand and embrace this purposeful leadership style are enjoying the benefit of having a fully engaged culture as their superpower. Your team will be engaged when your brand has the authenticity to make a real impact. Why? Because people buy into meaningful work.


As a leader how current and relevant is your leadership philosophy? How engaged is your culture, and does the meaning and purpose behind your brand connect with your audience?