What is my ‘business DNA’ & why does it matter?

Updated: Sep 4, 2020

Somewhat a rather philosophical question but one that is very close to our hearts here in Koh Designs studio.


First up, what does the this actually mean?

Start from the inside out. Look at the human body- what goes on inside is a replication of how we act on the outside. In the biochemistry world it’s a deoxyribonucleic acid, a self-replicating material which is present in nearly all living organisms as the main constituent of chromosomes. It is the carrier of genetic information. Now, you’re probably wondering why am I reading chemistry definitions in a creative brand blog? Well… it’s living, its breathing and its yours, just like your genetic build up. This blog will open doors and connect dots that are paramount to true business success.


Next, why does all this DNA jargon matter?

Take a moment to consider how your business started, what drove you to take that right turn, what was happening in your life when you let go and went for it? Recent studies show thousands of UK businesses begin with a tiny thought in the back of the human mind, until you reach a point where life lands you at one huge crossroad and that tiny little thought feeds off potential, freedom and passion. https://startups.co.uk/analysis/10-reasons-to-start-a-business/. This is your roots, this is your DNA, evidentially your true business DNA. This little thought that is shortly becoming reality is where success lies, and it MUST be living in your brand image, never to be forgotten. We’re going to show you how.


Perhaps you clicked on this blog because your intrigued or maybe because you’ve lost your roots. For many UK businesses this vision is often rather short lived and can quickly consumed by financials and the stress of lead generation. Although easier said than done, push these consumptions to the side and go back to your roots, go back to that tiny thought, feel your passion again. Your business DNA is so important because it keeps your business alive, healthy and wealthy. No matter if you’ve been running for 6 months or 60 years…If you then take your DNA and portray this outbound with image, tone of voice and a human centred brand strategies success will land at your feet.


As a new generation, we don’t buy services and products because we necessarily need them. We buy them because we want them. If your prospects can feel just an ounce of your business DNA, then you’ve generated a sale. It’s as simple as that.


Finally, how do you portray your business DNA to the market?


1.) Your image- People rely on imagery to share information, learn about new ideas and educate themselves on things that are new to them. Portraying brand image in business works much the same way, helping people get a feel for your product or service without relying on written messages. The key is to use imagery, logos, videography and branding that solely represents you where you came from and not what you think the viewer may want to see. If the human brain could faultlessly predict that of our viewers minds, then we wouldn’t be writing this blog and you wouldn’t be reading it. What we can faultlessly do, is accept we are only humans and emotions are greatly relatable, thus generating sales without spending a penny.


2.) Your tone of voice – This is the expression of the people behind the brand. A brands’ tone of voice can help you to set you apart from the rest of your competitors. It needs to be distinctive, recognisable and unique in order to accomplish this. Look at your business DNA, make note of your why you started, what you wanted to achieve and how you felt when you generated your first sale. People might not always remember what you said but they will always remember how you made them feel.


3.) Your Brand Strategy - What do the first Apple iPhone, JustEat Delivery, and Uber have in common? Each brand was developed using human-centered strategy, the process that puts people at the centre of problem-solving and figures out solutions to meet their needs based on emotions. This offshoot of design thinking approaches problems with awareness and collaboration, to come up with ideas that are truly desirable to the end audience. Although this sounds like a relatively complex process, when you have identified your brand DNA this will become natural and fluid throughout each step of your business success path.


To finish…we believe if you find your business DNA and map out your business plan based on the emotions you feel at the stage off discovery, success will follow.

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Image by KOBU Agency

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