Business DNA to Grow Your Organization. Do you have your Business DNA to grow?

The result is a strategy process powerful enough to capture possibilities that have yet to be imagined, while practical enough to ensure effective delivery. It’s the strategy that gets an organization through the changes of today and drives results that redefine tomorrow. It’s the strategy that turns vision into reality.

DNA is important to a business

Business DNA to Grow Your Organization.

A company is a living, breathing body.  It grows, changes and responds to a variety of outside factors. Every business, no matter the size, age, or type has a distinctive DNA, the internal genetic code that carries all the information about how the business will look and function.

A clearly articulated DNA is important to a business -- this is not only the services or products you may offer, this is the overarching purpose of what you do to offer a very specialized experience compelling your customers to come back for more and become your brand champions.

Do the Survey below and see where you stand.

Here are a few tips for discovering your business DNA:

  • List the core values that guide your behaviors and business processes.
    • What is important?  What are your guiding principles?
    • Core values drive all action and give meaning to the intentions behind what your business does.
    • Strong brands have unwavering values.
  • Articulate the Brand Promise you give to your employees and customers.
    • Brand promises cultivate trust.
    • Write a brief, clear statement of the promise(s) you pledge to deliver at every contact point for employees and customers.  Be sure brand promises are reflected in company practices and services provided to foster a passionate and motivated company culture.
  • Points of differentiation
    • What is your ownable space? What is exclusive to you? Trade secrets, unique processes or services delivered, recognitions, etc.? What sets you apart?
  • State the perception, both functional and emotional, that you want to take control of in the minds of your customers.
    • You don’t need to be prominent and global to own the perception you want to create in your space.
    • You do need to create procedures, expectations, and protocols that equip your employees to deliver the brand DNA you have defined.
  • Show off your brand’s unique style.
    • Describe the characteristics and personality of your brand.
    • Brainstorm how your style can be offered as a multisensory— emotional, social, physical, cerebral, or even a spiritual—distinct brand experience.

Business DNA to Grow Your Organization.