Workshop 1 – Brand DNA: The foundation for creating iconic brands

Lesson recap

  • Your brand is not your logo but the experience through your organisation or product/service or an individual experience
  • Your consumers have a bigger impact on your brand
  • Your brand DNA is composed of your vision, your purpose, your values, your personality, your positioning and your products/benefits.
  • To successfully develop your brand starts with the strategy and then the identity. Then grow it with continuous marketing, digital and sales activities.


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