#105 Unlocking Your Brand DNA - Business Bytes

Garry Talks

In this week’s Business Bytes, host Garry Kelly talks to Michael Dargie, CEO of Make More Creative and author of the upcoming book "Brand Jitsu," in a discussion about the critical role of branding in business. Michael shares insights from his 20 years of experience, emphasising that many businesses neglect branding until they face significant challenges. He advocates for establishing a strong brand identity early on, rooted in storytelling. Michael introduces the concept of "brand DNA," defined by four key questions: What do you do? Why do you do it? Who do you do it for? Why do they care?

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Timestamps

Introduction to Michael Dargie (00:00:00)
Michael Dargie is introduced as CEO of Make More Creative and author of "Brand Jitsu."

Importance of Branding (00:00:26)
Michael discusses the common neglect of branding until businesses face challenges.

Branding as Storytelling (00:01:04)
Michael emphasises that branding should be about storytelling from the very beginning.

The Iceberg Metaphor (00:02:24)
Michael uses an iceberg metaphor to illustrate visible vs. foundational aspects of branding.

Building a Brand Platform (00:03:33)
The importance of establishing a brand's foundational elements to guide storytelling.

Introduction to Brand DNA (00:05:27)
Michael introduces the concept of "brand DNA," outlining four essential questions for brands.

Breaking Down Brand DNA (00:06:12)
Discussion on the first question: "What do you do?" using Nike as an example.

Clarity in Services (00:08:05)
Michael stresses the need for clarity in defining what services a business provides.

Understanding Your 'Why' (00:10:08)
The significance of identifying the purpose behind a business's existence.

Testing Brand Alignment (00:11:34)
Michael explains how excitement about projects indicates alignment with a brand's core values.

The Depth of 'Why' (00:12:04)
Exploring deeper motivations behind a business's purpose through iterative questioning.

Adapting Branding Over Time (00:12:20)
Advice for businesses needing to pivot their branding even after years of operation.

Reflecting True Identity (00:13:29)
Michael shares a personal anecdote about aligning business identity with authentic self.

The Importance of Truth in Performance (00:16:11)
A story illustrating how authenticity creates memorable experiences in branding.

Identifying Your Audience (00:17:07)
Discussion on understanding who the brand serves and focusing on the primary audience.

Understanding the Audience (00:18:15)
Discussion on serving athletes and the universal identity of being an athlete.

The Importance of Focus (00:18:48)
Emphasises the need to identify a specific audience to remain memorable.

Nike's Brand Purpose (00:19:24)
Explains Nike's mission to improve athletic performance and its impact on branding.

Campaigns and Brand Truth (00:20:25)
Highlights the significance of truthful branding through impactful campaigns like "There is no finish line."

Branding Worksheets Introduction (00:21:31)
Michael introduces worksheets to help clarify brand identity and messaging.

The Brain Dump Process (00:22:30)
Describes the exercise of generating ideas to distill brand essence into clear statements.

Creating a Brand Playbook (00:24:03)
Explains the benefits of a brand playbook for ongoing brand evaluation and evolution.

Translating Brand DNA into Visuals (00:25:37)
Discusses how to convert brand identity into recognisable logos and visual elements.

The Role of Brand Personality (00:26:47)
Covers how understanding brand personality influences branding decisions and audience perception.

Aligning Content with Brand Goals (00:28:17)
Stresses the importance of consistent messaging to attract the desired audience.

Customer-Centric Branding (00:30:01)
Encourages focusing on customer needs rather than self-promotion in branding efforts.

Conclusion and Resources (00:31:14)
Michael shares information about his podcast and upcoming book, "Brand Jitsu."