BRAND DNA:
Uncover Your Organization's Genetic Code for Competitive Advantage
FIRST CHAPTER FREE!
A 'TURN-KEY' BUSINESS BRAND DEFINITION & POSITIONING PROCESS FOR SMALL BUSINESSES and their EMPLOYEE TEAMS...The missing piece in smal business success!
Marketing efforts may get customers in the door, but what keeps them coming back, and telling their friends?
The first do-it-yourself brand development with a step-by-step comprehensive, internal brand-defining process written in an easy to follow storyline with practical exercises that transform the way you run your business brand. Because in the end, your customers buy an experience!
Follow Meg as she decides to leave corporate America and become an entrepreneur to start her own business. Walk through the trials and tribulations encountered as she embarks on building the business brand of her dreams, and how she and her employee team strategically defines, creates, and builds the Brand's unique DNA from the inside out elevating her brand positioning in the minds of her markets and her employees.
Through this hands-on, results-oriented process, you will learn how to:
- Define the 4 core attributes of your business Brand DNA (Dimensional Nucleic Assets®) and leverage them
- Craft your unique Brand Platform
- Compose your unique Brand Promise and leverage it
- Engage your employees to understand and live your brand
- Develop and master your unique brand vocabulary and leverage it in all your marketing efforts to create distinction
- Create your brand's magic story using your brand DNA
- Implement your new Brand DNA into every facet of your organization and get highly focused
- Learn ways to build processes that make you more consistent, disntinctive and relevant to your market
- Enhance customer loyalty
- Reduce price sensitivity
This book is infused with powerful business brand-building activities for the business owner and their employee teams. Get crystal clear on what your brand stands for then action it through your behaviors, creating memorable brand experiences that keep your customers coming back and telling their friends!
FULL-SIZE READER WORKBOOK WITH EXERCISES- FREE! with Coupon Code Located in your book.
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“Carol Chapman and Suzanne Tulien have done the seemingly impossible. They’ve created a powerful opportunity for readers to completely transform their businesses from the inside out. Brand DNA is a step-by-step guide to creating a bulletproof brand. It uses story, exercises, and direct consulting wisdom to explore the foundations and daily care needed to take your company well beyond the next level.
I write about great national and international brands like Starbucks and The Ritz-Carlton Hotel Company. Brand DNA is the blue print to propel your business to that level of brand preeminence. This book will be a valued resource for me for years to come.”
--Dr. Joseph Michelli, customer experience expert and best-selling author of books like The New Gold Standard and The Starbucks Experience
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