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  • Prashant Pillai

3 things to know while designing your brand DNA

Updated: Jun 1, 2021

Jeff Bezos was definitely on point when he said, “Your brand is what other people say about you when you’re not in the room.”

No wonder creating your brand identity is like creating a reputation with which you are known even in your absence. Moreover, it doesn’t happen overnight, or even in a few months. It requires a strategy to create a strong brand presence. Let’s take a look at 3 things that you should pay attention to while forming the brand strategy.


Brand Positioning

The first step to branding your online business is to have a clear purpose and positioning of the services offered. Make a clear mission, vision statements so that you create a focused strategy. This step is like the missing jigsaw puzzle- piece, if you get this right, everything else that follows falls in the right place.





You can start by answering the following questions to come up with a brand positioning plan:

  1. What is the purpose of your product or service?

  2. Who is your target audience in terms of both demography and geography?

  3. What is your USP (Unique Selling Point) in contrast to your competitor?

Tip: We suggest having just one USP, but it should be a big differentiator from your competitor.

Brand Personality

Now, this step basically associates human attributes to the brand. Generally referred to as “Big Five” personality traits, brands can be defined as sincerity, excitement, competence, sophistication, and ruggedness. Depending on your service, you can choose the best-suited attribute to your brand.


Take for instance Byju’s personality. We can define it as staying curious, being enthusiastic to learn. We see the same persona reflected in the vibrant purple color of its logo. Moreover, its tagline “Self Learning is the Best Learning” complements its overall messaging. Don’t you think so?

To create a persona you need to view your product as a complete being. It is only then, based on your vision, objective and positioning, you can define your brand’s personality.


Brand Identity

Well, this one is obvious. However, before defining brand identity, i.e., creating a logo, symbols, taglines, you need to have a personality defined. Having a defined personality and positioning makes it easier to create a unique identity.

Similarly, it helps in visualizing your logo, narrowing down on the colours and even discarding ideas that do not suit well with your brand. You can also play around with a few ideas, get opinions from a sample target audience, well-wisher, early clients, before you finalize your brand identity.

Lastly, even though the above mentioned might look like 3 different processes, they are dependent on each other. Therefore, you need to make sure that you do not skip any of it. Here is where our experts on branding solutions can help you while you transform your blackboards to laptop (or tablet or mobile) screens. You can book your appointment with us here.



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