Brands that dominate use their DNA to drive decision-making.
Understanding the DNA of your brand isn’t just about putting some nice words on paper and hoping your team “gets it”.
It’s the 5-point racing harness for CEOs who are in the driver’s seat. Your DNA is the basis for strategic decision-making. Don’t believe me? Look to one of THE most dominant brands in the world: Google.
Google’s mission is to organise the world’s information and make it universally accessible and useful. Every decision the Google team makes and actions they take are guided by this mission – it’s their north star.
Brand powerhouse status has come through a singular focus by Google on providing value to users, it’s part of their brand DNA.
This means the team consciously decides to innovate and improve on whatever exists when it comes to innovation. They’re “fast followers”.
Again, all part of Google’s DNA. And it’s what has enabled the company to surpass competitors and become a market leader.
Mark Bonchek says: “Strategy must be aligned to the company’s own DNA as well as the marketplace.”
He talks about plasticity in how companies can express their DNA and align it with their strategic decision-making. Check out the full article here.
Part of my DNA is a belief that we only learn from taking something to the point of failure, before we can rebuild it faster and better than before.
This is why I am relentlessly about continually sharpening my IP and the communications systems we implement for clients. We can always do better and be better.
QUESTION: How does your brand DNA influence your decision-making?
