Know what you’re made of, so you can make something of it.
Companies are like people
They are organisms that reflect their creators, their environments, their obstacles, and their strengths. They carry a core instruction set that informs actions and outcomes of their work. In short, they have DNA. And just like people, companies that understand who they are at their core are better prepared to leverage their DNA to yield winning results.
There are 3 types of companies in the world, each with its own DNA:
Why does corporate DNA matter?
In order to succeed today, it’s about who a company is, rather than what it does. Authentic brands win by identifying their role and relevance in the market—their position—and leveraging it to create genuine differentiation. People buy and support brands they can trust. It’s not enough anymore to make unsubstantiated claims because they’re trendy and sound good on paper. Your marketing efforts and business strategy must be aligned with your corporate DNA.
For example, if a Mechanic company, focused on product development, creates a marketing campaign around a promise of outstanding customer service but doesn’t align itself with this new position, the campaign will not ring true and the company won’t gain a foothold in the market. Yet if a company positions itself in alignment with its DNA, it will resonate authentically and establish its role and relevance even in the face of a major competitor.
It’s all about knowing what you’re made of, so you can make something of it.