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DEFINE YOUR UNIQUE BRAND! Because Your Brand Is Your Business™

July 25, 2018 By Suzanne Tulien

Your brand is a perception that lives in the minds of your target audience. Yes, it’s an audience and that audience includes your customers, employees and the communities in which you do business. So, if you haven’t taken the time to define your brand then how can you manage to a perception you want to create?

Now is the time to either take control of leading the way for your brand’s future and creating the desired perception OR you could let your customers and staff arbitrarily do it for you. If your customers define your brand, they will be influenced by your employees who have no idea of the perception you want to create. If your employees know and are fully versed and trained in delivering on a brand experience that creates the desired perception, your customers will experience the consistency in your brand and if they like it they will come back for more.

What is your Brand DNA?

It is your unique (Dimensional Nucleic Assets™) or the distinctive attributes that comprise your distinctive value proposition and competitive offering through the experience you promise to deliver. Take the time to define your brand and action it. Ask the following questions…

  1. What core values will guide our employees’ behaviors and business practices?
  2. What unique style attributes result in a distinctive personality for our brand?
  3. What are the overarching standards across our brand scorecard: employees, customers, processes and financial; that create a level of performance excellence in reinforcing the desired brand experience and which guide the development of standards by activity?
  4. What are the unique differentiators that set our brand apart (e.g., points of difference, destinations, talent, experience, key assets, unique processes and/or service delivery, etc.)
  5. What is our brand’s mantra that creates excitement and inspiration for our employees to embrace the essence of what we stand for as a brand?
  6. What is our brand’s promise (strategic value proposition) to our employees and customers – the emotional and functional benefits of the brand experience we commit to deliver?
  7. What overall perception do we want to own and reinforce through the brand experience in the minds of our target audience?

Defining your brand creates a solid framework that clearly and succinctly establishes the overall essence of what you stand for and serves to guide positive behaviors, actions and business practices that support your business for long-term sustainability.

Feel free to check out Brand Ascension’s book ‘Brand DNA: Uncover Your Organization’s Genetic Code for Competitive Advantage’ and our flexible delivery options for defining your unique Brand DNA at www.BrandAscension.com.

Filed Under: brand building, Brand Definition, Brand Differentiation, Customer Experience Tagged With: brand culture, Brand Definition, Brand Differentiation, Customer Experience

Testimonials

“Wow, I wasn’t expecting such a breakthrough!” That is what you will tell yourself when you complete one of Suzanne’s Personal Brand Mastermind courses. If you are not aligned with your authenticity, everything in your life will suffer as a result. I highly recommend anyone who wants to get to the next level in business or their personal life to enroll in this series. This is an exclusive training program for high-caliber, high-potential clients so be ready to roll up your sleeves do… Read more
Cory Arcarese, CEO, CArc Media
“Suzanne is personable, precise in her communications, and extremely professional. Her concept and methodology of brand development is simple and powerful, and it’s already reaping great results! Her vast experience and impeccable integrity make her a powerful member of my business team. I highly recommend Suzanne to any business owner seeking greater impact and a bigger bottom line! Great Results, Expert, High Integrity!”
Chevy Chevallard, CEO, Conduct Your Life!
VW-Round-BW“I’m more clear and consistent in my actions and communication across the board. I’m more mindful about what I do – and even more importantly, how I think – and have more clear direction of what actions to take next and why. Identifying, defining, and stepping into my authentic self was exactly what I was looking for and needing to kick-start my next level of success! Because I am “Uniquely Wise, Deliciously Inspired!” Thank you Suzanne!”
Veronica WirthOwner + Creative DirectorDesign BistroVermont
SuzanneKladder-BW-Round“Suzanne and her Personal Brand program are amazing. She really gets you to take an honest, in-depth look at who you really are at your core and get past what you or others think you are. She helped me abandoned the idea that I needed to be perfect and to realize that perfection is me being me. The work I did with Suzanne continues to help me behave in a consistent, authentic way and it has had a positive impact on my business.”
Suzanne Kladder, Sales Whisperer
“Suzanne is a subject matter expert and superb facilitator for building a dynamic culture and brand. I have been in two organizations that immersed themselves in her engaging and powerful Brand DNA process. Her process fully enrolls everyone from customer facing staff to senior executives so that all conclusions are readily embraced and instantly internalized by all stakeholders. If your enterprise wants to experience immediate and lasting transformation, engage Suzanne.”
Robert Todd, Operations & Finance Expert
  JanePeck“Suzanne has facilitated training in our organization to bring the branding basics to our team.  She is dynamic, entertaining and engages all the senses in her training methods.  If you are looking to elevate your brand and engage your team in the process, I highly recommend her.”
Jane Peck, MBAAdministratorEndodontic Specialists of ColoradoColorado Springs
“For years, I have been the gerbil on the wheel, trying with all of my energy, to be all things to all people.  It is so liberating to focus on the strengths I bring to the table and not worry about who that will line up with.  I love what you said about how when you let go of those who don’t line up, it only opens the door for more of those who do.  I am totally seeing that happen in my life and especially in my business!  I shared this with my business coach and he said that you were rig… Read more
Lisa Gross, Sr. Mortgage Lender, Peoples National Bank

SarahRyals-Pic“Suzanne creates a wonderful experience to build an understanding of brand, especially for those who are new to brand basics. Her teaching modules are clear, well organized, thoughtfully explained, and she does a great job coaching teams through the work. The final outcome is an actionable foundation for delivering a consistent, meaningful brand experience for all the brand’s stakeholders.”

Sarah Ryals, Women's Resource Agency Board Member
“Suzanne is a fantastic brand expert who makes an immediate impact to the bottom line. Her efforts helped me successfully launch a small business venture (fitness gym: dynamic-gyms.com) into a very competitive market achieving break even revenue goals within three weeks of opening! Simply unheard of in this market segment. This would not have been possible without her direct efforts to help us succeed.”
Larry Solecki, CEO, Dynamic Training & Fitness Gyms
Tonya-round-BW-web“Building on a lot of prior soul-searching and “inside work,” the Personal Brand Presence DNA process has helped me to step into an image that is consistent with who I know myself to be. It helped me to articulate what it really means to walk my talk in a way that’s visible and tangible, not just to me but also to others, and I will forever be grateful for that.”
Tonya Henderson, Ph.D, Gly Solutions

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