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It may sound like a no-brainer, but all memorable brands have good brand architecture behind them.
Think Tesla or Apple, Uber or Thinx.
Brand DNA is typically delivered in the form of a concise document called the brand vision architecture, or a brand model. It’s a concise document that explains a brand’s vision. It identifies the core function of a brand – what is promises, and why that promise can be believed.
It also documents the personality of the brand including its archetype along with some core visual associations. The data points in a good brand model are distilled into a short phrase, usually the Core Belief or Brand DNA. This is the heartbeat and the core message that a brand wants to communicate to the world at each and every touchpoint.
Behind well thought-out brand DNA is a brand fingerprint. This fingerprint identifies what you already know about your audience. Who they are, what they like, what problems they have that your service can help to solve.
Any brand exercise should begin with this fingerprint. Use insights from Google Analytics. Take them and compare them to audience insights from your Facebook page.
Use data to deliver your next best identifier and the heart of your marketing strategy – your brand DNA.