What's in
YOUR
BRAND DNA?
Are you spending money Marketing a Brand
you haven't yet fully defined?
you haven't yet fully defined?
Your Brand DNA is the GENETIC CODE
to your COMPETITIVE ADVANTAGE!
Time to get MORE...
Kristin Goodwin, retired Brigadier General USAF, MA, ACC, CPQC, realized she needed to identify and define both her personal (Personal Brand Presence) and business brand (Brand DNA) outside of the military. This work enabled her and her business partner to clarify their value position, surface distinction, and confidently articulate their 'Why' and powerful 'Brand Promise'. The result catapults them into the crowded market of consulting with uniquely defined characteristics that help them rapidly create competitive advantage.
For more testimonials like this click HERE.
For more testimonials like this click HERE.
3 Key Ways to Build Your Brand
Get more CONSCIOUS, STRATEGIC, DELIBERATE in your Brand's Elevation!
FIRST, ASK YOURSELF THESE QUESTIONS...
What Brand experience are you & your employees creating for your customers?
Does your Brand start internally within the hearts & minds of the leaders and employees?
Is your Brand setting the service standards of your industry?
Does your Brand consistently attract, establish rapport,
and retain your customers so they become your NO-COST sales force?
and retain your customers so they become your NO-COST sales force?
(because a brand is just a set of perceptions)
The real QUESTION is...
"Are You In Control of It?"
"Are You In Control of It?"
- You started your business to make a difference. You believe you offer something unique, better, more powerful, more impactful than your competition and you are driven to walk your talk and deliver on your promise.
- You believe your employees are your greatest assets. They bring life to it, expand it, make it more interesting, and leverage your vision. It is important to you that each employee is fully on board with the brand promise and is inspired to represent it within their work. You dig the hum of teamwork, support, and an ‘I got your back’ attitude.
- Everyday you strive to be better. You're not afraid to spend money to improve how you serve others, in fact you constantly seek out ways to elevate the delivery of your product or service, even the smallest of nuances, and seek compelling ways to implement them, and you want your entire team to embrace it.
- You have a deep passion for what you do; it’s “your baby.” You worry about how it is growing, developing and what it will ultimately evolve into. You are proud of what you do and how you serve others, and want to bring your employee team along on this journey.
- You respect expertise. You know a lot and love to learn, but you’re also keen to understand you cannot know it all. You seek out others who can ‘fill in the blanks’ with expertise that will help grow your business faster. You enjoy powerful collaboration towards growth, and want to include your employees to inspire their ‘ownership’ in what they do.
- You thrive with momentum & expansion. Impatience is not your best feature, but it helps you keep things moving forward and evolving the business to the next level. You embrace change that inspires you to become better collectively as a team.
- You are a smart, calculated risk-taker. Entering into the unknown excites you, but you first check in with your gut, and when it feels right, you commit full on and see it out. You relish in over the top results, and understand the power of inspiring your team to achieve!
- You pride yourself on impacting other’s lives. You strive to deliver distinctive, memorable experiences that awaken people to a new way to experience what you offer, and especially when they acknowledge your brand ‘Why.’
Then, you are ready to...√ CLARIFY & ARTICULATE
what makes you different and establish your competitive advantage in the minds of the market, with your message, marketing, visuals, website and more.
√ ENLIST, EQUIP & ENGAGE your TEAM
your employees to live the Brand, and walk your talk – building deeper levels of customer trust.
√ FULLY RECOGNIZE AND EMBRACE YOUR BRAND'S PROMISE
and create processes that enable your employees to DELIVER it, authentically and consistently.
√ REDUCE YOUR DEPENDENCE ON MARKETING
initiatives to acquire new clients. Increase the engagement + advocacy of your current and past clients through the delivery of your promise via your employees.
√ TURN CUSTOMER LOYALTY INTO ADVOCATES
and highly qualified referrals, who keep coming back, and telling their friends.
√ CREATE ENGAGING & MEMORABLE EXPERIENCES
that affirm the brand's purpose via your employees and into the hearts of your customers.
√ CONNECT WITH YOUR CLIENTS
at a deeper, more meaningful level.
Signature Brand Defining Programs
Realize Your Genetic Code to Competitive Advantage.
Business Brand DNA in a DAY!
Need Brand Clarity Fast?
Brand DNA in a Day is your program.
Accelerated onsite expert facilitation to flush out your unique Brand's DNA before you spend one more dollar in marketing! Designed for small businesses with up to 10 employees.
Business Brand DNA
Want to Clarify & Infuse Your Brand DNA into
Every Facet of Your Organization?
Every Facet of Your Organization?
A 6 month, comprehensive, deep-dive into identifying & defining the attributes that make up your unique Brand value
position, and then we put it into ACTION within your culture, systems & processes & leadership! Undeniable brand distinction.
position, and then we put it into ACTION within your culture, systems & processes & leadership! Undeniable brand distinction.
IDENTIFY. DEFINE. ALIGN.
(TO YOUR BRAND'S DNA)
You already have a brand whether you are conscious of it or not. T
he real question is: 'Are you in control of it?
he real question is: 'Are you in control of it?
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
BRAND DNA Q & A
Q1: What is Brand DNA and why is it important for my business?
A1: Brand DNA is the unique combination of your company’s purpose, values, personality, and promise. It helps your team act in alignment, ensures messaging is consistent, and builds customer trust. Without Brand DNA clarity and alignment, businesses risk inconsistent communication, disengaged employees, loss of customer advocacy, and missed growth opportunities.
A1: Brand DNA is the unique combination of your company’s purpose, values, personality, and promise. It helps your team act in alignment, ensures messaging is consistent, and builds customer trust. Without Brand DNA clarity and alignment, businesses risk inconsistent communication, disengaged employees, loss of customer advocacy, and missed growth opportunities.
Q2: Who should attend Brand DNA workshops?
A2: There is an ideal number of stakeholders we like to have in the Brand Task Team room and that is 16. Within that mix it should include Business owners, CEOs, executives, marketing and HR leaders, and any employees who influence brand experience. If your team touches customers, culture, or communication, this training ensures everyone is aligned and empowered to deliver the brand promise.
A2: There is an ideal number of stakeholders we like to have in the Brand Task Team room and that is 16. Within that mix it should include Business owners, CEOs, executives, marketing and HR leaders, and any employees who influence brand experience. If your team touches customers, culture, or communication, this training ensures everyone is aligned and empowered to deliver the brand promise.
Q3: Can Brand DNA training be done virtually or online?
A3: No. Brand DNA training is a live, human-to-human experience. It requires collaboration, discussion, and shared energy in the same room to align thoughts, opinions, and strategies. Every “brand task team member” actively participates to fully buy into the organization’s Brand DNA, making it impossible to replicate virtually. This experience is truly magical and transformational for the organization as it enables and perpetuates a unique level of coherence that never existed before.
A3: No. Brand DNA training is a live, human-to-human experience. It requires collaboration, discussion, and shared energy in the same room to align thoughts, opinions, and strategies. Every “brand task team member” actively participates to fully buy into the organization’s Brand DNA, making it impossible to replicate virtually. This experience is truly magical and transformational for the organization as it enables and perpetuates a unique level of coherence that never existed before.
Q4: What results can I expect from Brand DNA consulting?
A4: You’ll gain a clear, actionable Brand DNA framework that aligns messaging, culture, marketing, and customer experience. You and your team become more conscious, strategic, and deliberate in their creation, follow through, and delivery of on brand actions and behaviors internally and externally. Businesses typically see stronger team alignment, consistent behavior, and brand differentiation that builds trust and credibility.
A4: You’ll gain a clear, actionable Brand DNA framework that aligns messaging, culture, marketing, and customer experience. You and your team become more conscious, strategic, and deliberate in their creation, follow through, and delivery of on brand actions and behaviors internally and externally. Businesses typically see stronger team alignment, consistent behavior, and brand differentiation that builds trust and credibility.
Q5: How long is the Brand DNA training workshop?
A5: Options include “Brand DNA in a Day” for rapid immersion for smaller businesses & their teams, or a two day multi-session program for deeper alignment and implementation for larger companies. Workshops are tailored to your team size, business complexity, and schedule.
A5: Options include “Brand DNA in a Day” for rapid immersion for smaller businesses & their teams, or a two day multi-session program for deeper alignment and implementation for larger companies. Workshops are tailored to your team size, business complexity, and schedule.
Q6: Can you help implement Brand DNA after the workshop?
A6: Yes. This truly is the fun part - seeing all the Brand DNA outputs come alive in the organization! We provide comprehensive consulting & tools to embed Brand DNA across all touchpoints—from internal systems and marketing campaigns to hiring practices and on-brand customer experience design. This ensures your brand promise is consistently delivered, every single day.
A6: Yes. This truly is the fun part - seeing all the Brand DNA outputs come alive in the organization! We provide comprehensive consulting & tools to embed Brand DNA across all touchpoints—from internal systems and marketing campaigns to hiring practices and on-brand customer experience design. This ensures your brand promise is consistently delivered, every single day.
Q7: What makes this Brand DNA training different from other branding workshops?
A7: Unlike generic workshops, our training is practical, hands-on, and tailored. Suzanne Tulien brings 30+ years of experience helping businesses translate brand clarity into action, alignment, and trust—not just slides or theory. We also don't focus on the external environment (customer) as primary, we build the DNA from the internal talent, expertise, and collective company value position to ensure we are developing true, authentic abilities to deliver on the promised brand experience every time. No fluff, just honest authenticity and passion for the organization's mission and vision.
A7: Unlike generic workshops, our training is practical, hands-on, and tailored. Suzanne Tulien brings 30+ years of experience helping businesses translate brand clarity into action, alignment, and trust—not just slides or theory. We also don't focus on the external environment (customer) as primary, we build the DNA from the internal talent, expertise, and collective company value position to ensure we are developing true, authentic abilities to deliver on the promised brand experience every time. No fluff, just honest authenticity and passion for the organization's mission and vision.
Q8: How does Brand DNA improve employee engagement?
A8: Employees who understand your Brand DNA feel like a part of something bigger than just their jobs, they act confidently and consistently, becoming authentic brand ambassadors. Clearly identified and defined Brand DNA attributes reduces confusion, increases accountability, and strengthens culture.
A8: Employees who understand your Brand DNA feel like a part of something bigger than just their jobs, they act confidently and consistently, becoming authentic brand ambassadors. Clearly identified and defined Brand DNA attributes reduces confusion, increases accountability, and strengthens culture.
Q9: Is Brand DNA training suitable for startups?
A9: Yes. Startups gain clarity from day one, avoiding costly missteps. They will be in more of a creation mode and working on the future-present state of the business with more aligned clarity. Established businesses can realign teams, refine messaging, re-engage a more on-brand culture, and consistently deliver their brand promise in competitive markets.
A9: Yes. Startups gain clarity from day one, avoiding costly missteps. They will be in more of a creation mode and working on the future-present state of the business with more aligned clarity. Established businesses can realign teams, refine messaging, re-engage a more on-brand culture, and consistently deliver their brand promise in competitive markets.
Q10: How much does Brand DNA training cost?
A10: Costs vary based on scope, team size, and workshop format. Contact us for a personalized proposal that fits your goals and budget—no hidden fees. The accelerated 'Brand DNA in a Day' designed for smaller businesses is priced with time & affordability in mind (under $7,000).
A10: Costs vary based on scope, team size, and workshop format. Contact us for a personalized proposal that fits your goals and budget—no hidden fees. The accelerated 'Brand DNA in a Day' designed for smaller businesses is priced with time & affordability in mind (under $7,000).
Q11: Can Brand DNA training improve marketing ROI?
A11: Yes. Aligned messaging and consistent on-brand delivery make marketing more effective, increase on-brand customer engagement, and improve conversion rates. A clearly defined & internally aligned Brand DNA solidies a consistent messaging campaign, and ensures your marketing investment pays off.
A11: Yes. Aligned messaging and consistent on-brand delivery make marketing more effective, increase on-brand customer engagement, and improve conversion rates. A clearly defined & internally aligned Brand DNA solidies a consistent messaging campaign, and ensures your marketing investment pays off.
Q12: How do we measure success after Brand DNA training?
A12: We have many tools to measure success throughout the organization with a Standards of Performance baked into the process. Some measures include improved clarity in messaging, consistent employee behavior, stronger customer experiences, and market differentiation. We provide tools and metrics to track implementation and celebrate results.
A12: We have many tools to measure success throughout the organization with a Standards of Performance baked into the process. Some measures include improved clarity in messaging, consistent employee behavior, stronger customer experiences, and market differentiation. We provide tools and metrics to track implementation and celebrate results.
Q13: How do we get started with Brand DNA training?
A13: Contact us to schedule a discovery session. We’ll assess your business needs, create a tailored training plan, and help your team act as one aligned, trusted, and high-performing brand organization.
A13: Contact us to schedule a discovery session. We’ll assess your business needs, create a tailored training plan, and help your team act as one aligned, trusted, and high-performing brand organization.
WHAT CLIENTS ARE SAYING...
Click on the upper right corner to access MORE Brand DNA graduate testimonials.Benefits of Brand DNA Clarity...
- Clarify Your Identity: Identifying your unique brand DNA helps business owners gain a clear understanding of who they are and what they stand for, forming the foundation for all marketing efforts.
- Target Audience Connection: Defining your brand DNA enables you to align your messaging with the specific needs, values, and desires of your target audience, fostering a deeper and more meaningful connection.
- Market Differentiation: By articulating your brand's distinct personality, values, and purpose, you set yourself apart from competitors, making it easier for customers to choose you over others in a crowded marketplace.
- Consistency Across Channels: Aligning with your brand DNA ensures consistent messaging across all marketing channels, reinforcing your brand identity and making it more memorable to customers.
- Value Proposition Refinement: Understanding your brand's core essence allows you to refine your value proposition, making it more compelling and relevant to your audience, thus driving customer loyalty.
- Authentic Storytelling: A well-defined brand DNA provides authentic storytelling material, enabling you to connect with your audience on a personal and emotional level, leading to greater engagement.
- Enhanced Brand Loyalty: When customers resonate with your brand's values and purpose, they are more likely to become loyal advocates, driving word-of-mouth marketing and long-term success.
- Effective Marketing Budget Allocation: Aligning with your brand DNA ensures that marketing efforts are directed toward strategies and channels that resonate most with your audience, optimizing your budget.
- Adaptation and Growth: In a dynamic market, a strong brand DNA serves as a stable anchor for your business, allowing you to adapt to changing circumstances while maintaining brand consistency.
- Long-Term Sustainability: By investing in brand alignment, business owners create a sustainable foundation for their enterprises, setting the stage for enduring success and growth in their markets.
- Become the WorkPlace of CHOICE!: Clarifying your brand's DNA provides the differentiation that enables you to focus on how to attract prospective new hires who resonate with your brand values & distinctions.
Schedule your brand dna discovery call
BECAUSE YOUR BRAND IS YOUR BUSINESS.TM
Meet Suzanne
Brand Clarity Expert, Author, Speaker, Certified Trainer
I’m here to help you get Conscious, Be Inspiring, & Grow your brand.
Uncovering your brand distinction and value position is in my DNA.
For over 30 years, my BRAND DNA methodology has been defining and clarifying the value positions of my clients who want to leverage themselves for competitive advantage. Because walking your talk & delivering on your promise is job #1!
From the solo-professional personal & leadership brand development to branding businesses with employees, the goal is to clarify your distinction by examining who you are from the inside out and then committing to taking action on fully walking your talk and ultimately becoming who you want to be known for.
My Brand "Why" -
“I EXIST TO BE A CO-CREATIVE PARTNER IN THE EVOLUTION OF
“I EXIST TO BE A CO-CREATIVE PARTNER IN THE EVOLUTION OF
SELF-ALIGNMENT + BUSINESS AUTHENTICITY; A CATALYST FOR CONSCIOUSNESS, INSPIRATION AND GROWTH.”
STOP MARKETING, for now, START BRANDING.
Brand DNA:
Uncover Your Organization's Competitive Genetic Code for Competitive Advantage
Uncover Your Organization's Competitive Genetic Code for Competitive Advantage
What Clients are Saying...
Check out the many podcasts Suzanne has been interviewed on!
