BUILD YOUR BRAND DNA

BUILD YOUR BRAND DNA

BRAND DNA: WHY YOUR VALUES ARE THE FOUNDATION OF YOUR MARKETING

Do you know your brand’s DNA? Or does it even have one? In fact most businesses struggle with this very important point. But creating a brand DNA is key to establish a successful business that has an impact in todays world. Why so? I will try to explain it with an easy example: All of us know Patagonia – an American outdoor clothing company. If you think about them, what comes to your mind first? Right. Most of us will probably think about quality, environmentalism and integrity.

Where does this image come from? This is easy to explain: Because Patagonia has a very clear, powerful and vivid brand DNA that sticks with the customers mind. It is proved that companies with a strong DNA appear to be more trustworthy, create better long-term customer relations and have more impact on society. Therefore, as a social entrepreneur, it is very important that you start building your own DNA right from the beginning.

WHAT ARE YOUR VALUES?

Your next question will probably be: How can I do that and where to start? To define your brand’s DNA you need to be aware of your own personal values and your companies core values. This is not only the foundation of your DNA but of your whole marketing. Unfortunately, most entrepreneurs skip this process or just pick random values without really living them. This might work in the short term, but not in the long term. If you want to build a community and a life-long customer relationship authenticity in your values is very important. Your target group knows when you are faking and not real.

Please take some time, maybe go to a quiet and comfortable place and reflect on your own personal values. What principles do you live by in your everyday life? What characteristics do you like about yourself and others? What makes you happy and feel good? Simply write down everything that comes to your mind – without thinking or judging too much. Do you hate it, if your friends are always late? Maybe you need reliability. It is hard for you to lie? Than you are very honest. Just note all the values that resonate with you. It might also be: transparency, trust, love, humor, freedom, tradition, inspiration, creativity, innovation and a lot more.

As soon as you are finished, take a look at your list and see how you can categorise your values. For example integrity and authenticity are similar aspects that go hand in hand. If you created those matching groups, highlight one word from each group that represents this category. Write all the values you chose on a single peace of paper and voila – You have got your personal set of values!

PERSONAL VALUES VS COMPANY VALUES

Your life can be much easier, when you acknowledge your values and integrate them in your everyday life. For example, they help you in decision-making, friendship and a lot more. But as a social entrepreneur, you have to expand them into your business. They define what your company stands for and lie at the core of its culture.

Maybe you ask yourself right now, why do I need to know my personal values to define my company’s values? If you choose principles for your business that you can’t live by in your private life your are not authentic and after a while you will feel demotivated and less energetic. Therefore it is very important to combine your personal values with those for your company. But of course they don’t have to be 100% alligned. If one of your own values is to have a lot of fun and be humorous but your target group are accountants you can keep those just for your private life.

DEVELOP YOUR BUSINESS VALUES

First of all, take some time and look at your results from the task above. What core values did you choose? Now think about your business. What is your target group, your products, your partners and your goals? Try to be as detailed as possible and write down the most important points. Compare your results and analyse what of your personal values support your business? Maybe you come up with two or three more, that you didn’t put on your list before. This is no problem, as long as they fit you as a private person aswell.

To ensure your core values to be truly powerful, make sure they fit the following key elements:

They have to be memorable

They are short and easy to understand

You only choose a few put strong ones

They are actionable

You and everyone in your team is passionate about them

Keeping these points in memory, now write down your core values you want to implement in your business.

HOW TO USE YOUR VALUES IN MARKETING

After figuring out your values, you need to find an effective way to communicate them and help your customers to identify with them. This step requires an effective marketing strategy. A key part for this is to use content to explain what you stand for and why. Share your messages with your crowd on social media, your newsletter, podcast, interviews etc and always spice them with your values. But make sure not being to pushy and always actively mention your values, but do it in a discreet way.

Make sure, all the information you put out into the world is consistent with your brand’s belief system and follows this structure:

Complementary: Every element of your brand’s marketing supports the others

Continuity: Your communication is consistent and connected

Consistency: Multiple messages reinforce and support each other

Coherence: All communications are logically connected

To get a better practical overview on how to implement those steps in real business life, check out the following example of how amazing integrated marketing (marketing that integrates the brand’s values) works.

Condoms for Pets

The San Francisco Society for Prevention of Cruelty to Animals ran this ad in 2015 to create awareness on the need to spay and neuter your pet. Their mission is to educate people on the importance of neutering pets to save unwanted cats and dogs from getting euthanized (it happens to 4 million pets each year in the US). One of SFPCA’s values are bringing happiness and long lives to animals.

The reason for this crazy idea of a campaign was, that they wanted to avoid being preachy by offering condoms for cats and dogs. How did they implement this marketing case? They installed pet condom dispensers in several parks and used Facebook and Twitter to spread the word about it. The SFSPCA’s campaign was immediately picked up and shared by 20+ international websites like Huffington Post and Adweek. And it become the no. 1 trending topic on Reddit and made it up to 30,000+ site views. Pretty insane, isn’t it?

YOU WANT MORE?

If you want to learn in a more practical way how to establish your own personal brand DNA and how to implement it in your marketing, send us a quick email or message on social media. We will come up soon with the very detailed and online course „Brand Purpose – Create a Foundation for Your Successful Marketing Based on Your Values.“

Our aim is to give you a an easy but valuable opportunity to improve your brand and help you grow. The following learnings and topics will be included in our course:

Creating a complete set of personal values

Step-by-step guide to transfer personal values into business values

Integrating your defined values into your marketing and your company culture

Defining your brand purpose and developing a brand promise out of it

Several inspiring case studies from international brands and companies

Get rid of limiting beliefs that prevent you from stepping out into public with your brand and become visible

market proven strategies that let you create amazing campaigns that stick in your customers mind

Overview of successful communication strategies that show you how to engage your audience based on your brand’s purpose

The online course „Brand Purpose – Create a Foundation for Your Successful Marketing Based on Your Values“ is created in collaboration with our Changemaker Sina Helmke. Sina is an expert in Marketing for Sustainable Entrepreneurs and the founder of ‚Eco Marketer‘. She has more than 7 years of experience in Marketing and helped 200+ companies in implementing marketing strategies and campaigns. For the last 1,5 years she completely focused on social businesses because she wants to help them become better known and gain a higher media coverage to create a better world with more truly conscious brands.

If your are interested in joining us for this great course, we are happy to hear from you. Please fill in your interest HERE and get a chance to get the course for FREE (2 winners will be selected)

If you have any questions, feel free to drop us a message any time!

SINA HELMKE

SINA HELMKE

SFW CHANGE-MAKER HAMBURG

I am Sina and I provide online support for social companies, helping them to reach more people and gain more time to focus on giving an impact by taking care of their online marketing, social media and sales needs. This serves my greater purpose because I can help them to share their positive message with the world.

BUILD YOUR BRAND DNA

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A Queen Within: Adorned Archetypes

A Queen Within: Adorned Archetypes

NOMA is holding since February an Exhibition called  A Queen Within: Adorned Archetypes until May 28, 2018 presenting rare pieces from one of the world’s largest private collections of Alexander McQueen fashion.

“NOMA’s first major fashion exhibition will feature contemporary designers showcased in an immersive gallery presentation. This exhibition’s bold couture explores different archetypes of femininity, and how these mythic characters manifest through storytelling in fashion over the past decade” – quoted by NOMA official website.

#NOMAQUEEN exhibition displays more than 100 experimental gowns, head pieces, jewelry and shoes. Designers also include Iris van Herpen, Charlie Le Mindu, Comme des Garçons and others.

 

Lauren Marie Reyes of Papalodown Agency

The exhibition was developed by curator Sofia Hedman from MUSEEA and Barrett Barrera Projects showcasing fashion, design, femininity. They also involved an expert advisory team formed by Faduma Aden, Kimberly Jenkins, and Anna-Klara Mehlich.

Faduma Aden Contelier

HOW SLOW FASHION WORLD GOT INVOLVED?

SFW Change-Maker Faduma Aden Social Entrepreneur, Advisor and Creative Director behind Jemmila and Contelier was selected as advisory board member. She focused on making the exhibition more inclusive and accessible to a wider audience. From the inclusion to new and established artists to “making sure we include cultural diversity” in  the texts close to the displayed designs . The exhibition explores seven personality types of a Queen – or, metaphorically, a woman: The Sage, Magician, Enchantress, Explorer, Mother Earth, Heroine, and Thespian. For that work Faduma selected as contributors Ruby Veridiano  for researching and writing about Filipina-Chinese history/mythology and me to write about the Peruvian/Mexican history/mythology. Furthermore Faduma also decided to include Somali mythology and proverbs. Check out in our Instagram for more here.

As a Peruvian building a community and living abroad, it is always a responsibility to represent your culture and roots wherever you go. Therefore this opportunity is a great contribution to visualize our culture. This contribution is an excellent example of how a community of change-makers can join forces, connect to fantastic opportunities and work together for a positive outcome.

A Queen Within: David Lachapelle, Alexander McQueen, Omar Victor Diop. Photography: Roman Alokhin

NOMA EXHIBITION: MEET HERDENTIER

One of the designers exhibiting at NOMA is Herdentier , a handmade vegan brand from Hamburg,  Germany. Miriam Zabek has recently showcased her designs as well in Madrid at the El Paracaidista with the event we co-organized together with The Circular Project called Smart Fashion=Slow Fashion (see our previous blog). It was such a great surprise to see Herdentier selected to be part of the exhibition next to experimental gowns, headpieces, and jewelry by avant-garde fashion designers such as Alexander McQueen, Gucci, Iris van Herpen between other artists, photographers.

Thank you to Sofia Hedman  from MUSEEA and Faduma Aden for including our roots and inviting us to contribute in this one of a kind event of the year.  Check out the exhibition highlights here

Mariel Jumpa

Mariel Jumpa

Founder

Description
Mariel has built a deep interest in sustainability and fashion working as a consultant for international projects. She is the founder of Slow Fashion World, a global platform connecting an international community and spreading initiatives to generate positive impact and action around the fashion industry. Mariel is a Marketing Advisor at Contelier, a creative agency that connects diversity management with business development.

BUILD YOUR BRAND DNA

BRAND DNA: WHY YOUR VALUES ARE THE FOUNDATION OF YOUR MARKETING Do you know your brand’s DNA? Or does it even have one? In fact most businesses struggle with this very important point. But creating a brand DNA is key to establish a successful business that has an...

Kuuki Yomenai

Slow Fashion World is happy to announce that we are part of Kuuki Yomenai, an innovative concept connecting emerging brands betting sustainability, ethics and innovation during the Fashion Tech Week Paris. Since 2014, the FashionTech Week Paris brings together every...

Why do NGOs matter in Fashion: Vol 1

3 trillion dollars is the value of the global fashion industry, it’s the equivalent of 2 percent of the world’s Gross Domestic (GDP). 1 in 6 people on the planet work in the fashion industry and only 2% receive a living wage, according to the Fair Fashion Center of...

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