Increasing competition and commoditization are present in every product category, and now more than ever, brands need to differentiate to survive. But how do the best brands successfully set themselves apart and connect meaningfully with their audiences? The answer lies in how well they define what makes them unique—Brand DNA.

Brand DNA: The Foundation of Your Brand’s Story

A brand is an idea, an intangible concept that exists in the minds of the audience. More than a logo, image or slogan, it encompasses the overall impression and associations people have with a company, product or service. As humans, we seek to connect with others through stories, which summarize what we see, hear, feel and experience when we interact with them. The same is true for how we connect with brands.

Ultimately, the strength of a brand rests in its ability to effectively communicate and reinforce its story consistently over time. Brand DNA is how the brand writes its distinctive and memorable story. It includes all the essential elements of a story, from the brand’s origins and goals to the audiences it serves and how it shows up in the market. When Brand DNA is clearly defined, the brand’s story is also clear. This helps target audiences easily see how the brand is different, how it aligns with their own values, and why it is the right choice over other options.

Defining Your Brand’s DNA

Leading clients to establish the Brand DNA of their product or service is a priority when kicking off account work. The ideal process includes bringing together a team of key stakeholders in a collaborative workshop environment with a skilled facilitator who guides the team through questions about the brand across different areas. This task may appear simple but is often challenging. Categories and questions explored include the following:

• Values: What values are most important to the brand, and why?
• Vision: What does the brand aim to achieve?
• Target: Who will make the brand successful?
• Difference: What are the tangible differences the brand has over its closest competitor?
• Competence: How does the brand meet the audience’s need beyond the functional benefits offered by the product/service?
• Personality: How does the brand express itself?
• Promise: What does the brand promise to give its target audience if they choose it?
• Reward: How will the target audience feel because of choosing the brand?

Using Brand DNA to Guide Decision Making

Once set, Brand DNA acts as a compass of sorts, guiding decision making for the brand as market dynamics evolve. Whether it’s updating a campaign and messaging or designing a new omnichannel plan to reach a target audience, Brand DNA is the blueprint that helps client teams determine the best way forward. And because Brand DNA is established via input from a cross-functional team, each team member can feel confident that all relevant perspectives are represented in brand decision making.

Last week, a mass shooting took place at a high school graduation just a few blocks from where I live in Richmond, Va. A 19-year old opened fire in a public park, killing a graduate and his stepfather and injuring multiple people, including a nine-year old girl.

“The mass shooting in Richmond is the 279th mass shooting in America this year, and it’s only June 6,” stated American professor and political commentator Robert Reich in a tweet. “Guns have killed more than 18,000 Americans this year. It’s long past time for gun reform.”

Richmond joins the ongoing list of mass shootings that have taken place in the U.S. over the last century—a disturbing trend that has come to define our nation. British poet Brian Bilston sums it up best in his poem that pairs countries with symbols. While England is a “cup of tea” and France a “wheel of ripened brie,” America is a Gun.

It’s difficult to hear the news of yet another mass shooting. It hits even harder because it’s my hometown.

Like many, I’m sad, angry, bewildered and frustrated. More than anything, I’m fed up with the NRA’s tired narrative of gun owners’ rights, conservatives defending their interpretation of a “reinvented” Second Amendment, and the delusion that more guns make us safer.

NPR reports that 60 percent of Americans (including four in 10 who own firearms) believe curbing gun violence is more important than gun rights. A recent Gallup poll shows that dissatisfaction with U.S. gun laws has risen to an all-time high at 63 percent.

Gun control saves lives

While people are divided on how to solve the issue, according to Scientific American, the answer is abundantly clear: Gun control saves lives.

Consider these facts: Only in America do we have more guns than people. Only in America are children and teens more likely to die by guns than anything else. Only in America has gun violence been declared a public health crisis and the leading cause of premature death.

Our country touts a brand promise of freedom, but are we truly free when we live in a world where people are regularly shot and killed at schools, restaurants, concerts, places of worship and graduations?

In 1994, Congress enacted a federal ban on assault weapons, which reduced the number of people killed in mass shootings.The ban expired after 10 years and was not renewed. In the decade following its repeal, over 300 people were shot and killed in 34 mass shootings, representing a 239 percent increase in fatalities.

Had the ban stayed in place, countless lives could’ve been saved. Instead, the U.S. is now on track to set the record in 2023 for mass killings, averaging more than one mass killing per week.

Other countries have also proven the efficacy of sensible gun laws. An article in The New Yorker called on Americans to look around the world at countries like Australia, Britain and Canada that have enacted reforms to turn mass shootings into rare incidents, rather than everyday occurrences.

In short, gun control works.

It’s exasperating that this evidence exists and yet our government takes no substantial action. The majority of Americans don’t want thoughts and prayers, they want policy and action.

Yes, we can march, speak out and vote. But for real, meaningful change to happen, our voices cannot be relegated to an echo chamber. A demand for gun control must exist and be amplified on larger platforms, injected into mainstream culture and normalized within our society.

And therein lies an incredible opportunity for brands.

Brand have a role to play

In advertising, we talk a lot about bold brands. Brands that take risks stand out. We remember them. Talk about them. More often than not, we buy from them.

“Marketing is about values,” legendary Apple co-founder Steve Jobs once stated. “It’s a complicated and noisy world, and we’re not going to get a chance to get people to remember much about us.”

His point is that the most successful, beloved brands don’t just sell a product or a service, they sell a belief system.

Think about the billion-dollar powerhouse brands ingrained in our culture and what they represent.

Nike believes that anyone with a body can be an athlete. Coke believes that simple moments bring the greatest pleasure. Disney believes in the universal magic of entertainment to delight people of all ages.

These brands are popular not only because of what they provide, but because of what they stand for. Over time, each has built their reputation, intentionally and strategically, on principles that convey their purpose and to which people can relate and aspire.

By consistently expressing what they believe—visually, verbally, experientially and more—these brands tap into our emotional psyche on a deep, visceral level. But the real tipping point occurs when brands leverage their values to take a stand on social issues.

Take Nike for example. The world’s largest athletic apparel company has a long history of advocating for social change in its advertising. When it launched an ad campaign featuring NFL quarterback Colin Kaepernick, the brand immediately faced boycott threats. Kaepernick sparked controversy in 2016 by kneeling during the national anthem in protest of racial inequality and police brutality against Black communities.

Yet after the campaign’s debut, Nike’s sales shot up over 30 percent, translating into $6 billion in earnings. Undeterred, Nike continues to bring social issues like Black Lives Matter, gender equality and people with disabilities to the forefront of national conversation.

Taking a stand also has the potential to attract new audiences.

In a push to reach younger, more diverse consumers, Anheuser-Busch partnered with transgender influencer, Dylan Mulvaney, who unveiled a promotional video for Bud Light during March Madness. The video received a hate-filled backlash and boycott from anti-LGBTQ+ and transphobic conservatives, which caused the company’s stock to initially drop.

However, Bud Light remains America’s top-selling beer and Anheuser-Busch states it will continue to support and advocate for the LGBTQ+ community. That’s because inclusivity isn’t just the right thing to do, executives are realizing it can also be more profitable.

Brands can increase their chance of survival

Brands willing to evolve and embrace the viewpoints of today’s America stay relevant and in turn, increase their chances of survival. Companies are learning that aligning with social causes allows them to not only build stronger customer connections, but also a better brand.

While some critics call corporate activism performative, others consider it more than a marketing gimmick and instead, a sincere way for businesses to engage with public policy making.

Certainly, there are pros and cons of corporate America publicly weighing in on laws (though they privately spend millions lobbying for them in the halls of Congress). But as redistricting and partisan gerrymandering continue to threaten our democracy, many feel our government is becoming less and less representative of the majority.

If elected officials keep ignoring what’s important to most Americans, perhaps brands can make them listen.

Software company Sprout Social recently conducted a compelling study that determined that brands taking a stand is the new normal. In fact, a whopping 70 percent of Americans believe brands should take a stand on social and political issues.

Currently, Millennials represent the largest group of consumers, with Generation Z on the rise. For these specific demographics, social issues are top of mind and they make a point to seek out brands that reflect their values and beliefs.

Indeed, younger generations are demanding that brands take a stand on everything from climate change and mental health to equal rights and yes, gun laws. As their buying power increases, businesses must adapt their marketing to maintain relevance—and revenue.

I’ve spoken out before on my belief that creativity, when used as a force for good, can fundamentally change the world. Brands that are willing to promote social causes will no doubt earn the loyalty—and purchase power—of these growing audiences. I’d even go so far to say that brands must do it to avoid extinction.

Ben & Jerry’s is one of the rare brands that is synonymous with activism. Believing that ice cream can change the world, the company is known for its custom flavors on a mission to raise awareness of important issues like climate change, racial justice, voting rights and more.

On its website, Ben & Jerry’s outlines reasons why gun control legislation hasn’t gone anywhere and provides a link to a list of Senators benefitting from NRA money.

Other brands could take a cue from Ben & Jerry’s all-in approach.

In 2013, Starbucks posted a respectful request asking customers to refrain from bringing guns into its stores. In response, thousands of gun owners showed up on national Starbucks Appreciation Day flaunting their guns in retaliation. Since then, the company has remained largely silent on the issue.

The Possibilities are endless

Instead of ignoring our country’s continued gun violence, what if Starbucks made a conscientious decision to speak out in favor of gun legislation?

The world’s largest coffeehouse chain collaborates with many artists to develop everything from coffee cup designs to neighborhood murals. Starbucks could sponsor a series of artworks in support of gun control as part of their commitment to promoting safe and equitable communities. The series could serve as a reinterpretation of the “Brew not Bullets” initiative first proposed by the National Gun Victims Action Council.

Several years ago, Dick’s Sporting Goods followed its conscience on guns and it paid off. After the mass shooting at Marjory Stoneman Douglas High School in Parkland, Florida, the sporting goods company stopped selling semi-automatic weapons and restricted gun sales. Walmart, L.L. Bean and Kroger followed suit by raising the age to purchase a gun to 21.

What if Dick’s doubled down on its preliminary action by launching an ad campaign specifically advocating for gun control? The brand could highlight all the different sporting activities people can do without guns, or show an ideal world where sensible gun laws allow people to enjoy being outside without fear of being shot.

Imagine if fashion retailer Old Navy leveraged its positive, feel-good brand to send out a back-to-school message pledging support for gun control to keep children safe. That way kids and teens could spend less time in active shooter drills and more time getting their fash’on.

The brand could honor its most loyal customer demographic (women with children) by donating a portion of their profits to Moms Demand Action, a grassroots movement working to help pass stronger gun laws. After all, what mother—or anyone for that matter—doesn’t want to ensure kids are safe from gun violence?

The possibilities for brands are endless.

Whether a company is in the business of selling shoes, jeans, or recreational equipment—it doesn’t matter. Gun violence is a part of daily life in America and because of that, any and all brands have an opportunity to speak out on it.

As consumers, we also have a responsibility to support American businesses that are taking a stand on gun violence and encourage greater, more visible initiatives to create the impact needed to instigate real, meaningful change.

At a time when our country should be investing in education, infrastructure, jobs and the environment, the economic cost of gun violence costs us $557 billion annually. That’s a combined average of nearly $35 million each day that our federal, state and local governments are spending.

Enough. Americans are desperate for change and desperate for the killing of innocent people to stop.

Are any brands out there courageous enough to take a public stand against the NRA and speak out in favor of legitimate gun control? Are any ad agencies willing to encourage them to do so?

School shootings followed by “thoughts and prayers” have become commonplace across the nation, prompting the nonprofit Brady Campaign to create outdoor ads and videos urging a ban on assault weapons (which were outlawed from 1994-2004).

Flag-draped, kid-sized coffins appear wildly out of place in grocery stores, nightclubs and school gymnasium. Given the context, the casket in the gym is most jarring of all, and sadly on point.

“Assault weapons were designed for war zones. Not our communities,” each ad reads, directing folks to BradyUnited.org.

Click images to enlarge:

“This campaign was born out of anger, out of hate,” says Fede Garcia, global CCO of agency BCW, which developed the ads. “It was after another senseless shooting last year, when an angry chat between some folks in BCW developed into a series of ideas. These tragedies happen so very often in this country that we’ve almost become numb to them.”

Billboards can be seen in Times Square and Bryant Park in NYC. A video shows a Navy veteran discussing how bullet wounds shatter lives. As the camera pans out, we see that the veteran isn’t speaking about himself—he’s reading the story of a 6-year-old boy remembering what it was like to be trapped in a mass shooting.

“I feel that the time is coming when politicians can no longer ignore this issue,” Garcia tells Muse. “So, everything we can do, we should do. It counts. It matters. There’s a saying in Argentina, that loosely translated would be ‘the droplet that pierces the stone,’ Consistency matters. Every idea counts. We need to keep doing everything that’s in our power to end this issue. Eventually we’ll pierce the stone.”

In a separate initiative, bipartisan group 97Percent Advocacy and Wunderman Thompson just launched “Aim for Change,” backing common sense gun laws and speaking to firearms owners in this video:

“‘Aim for Change’ gives gun owners a tangible way to voice support,” said 97Percent co-founder Adam Miller. “Our research clearly shows the majority of gun owners support key gun safety reforms, but they feel left out of the conversation. ‘Aim for Change’ is a way to unite gun owners, as well as demonstrate to non-gun owners, the media and legislators that this issue is not nearly as divisive as it is made out to be.”

AKQA and Grey have partnered with Volvo Cars to develop a new brand platform, “For Life.” The work builds on the nameplate’s long-standing reputation for safety.

“We’ve all been taught that the safety net is merely there to protect us when we fall. But, in fact, it carries deeper importance, giving us the confidence to take flight and create progress,” says AKQA global CCO Peter Lund.

The centerpiece ad starts with passengers entering various cars, looking around anxiously and receiving reassurance. Then it expands to a cinematic feast of touching anxieties: A child who fears the ocean, a kid at the top of a giant skateboard ramp, an athlete about to run without being able to see.

Many of these folks are noteworthy in their own right: Swedish pop star Seinabo Sey, Paralympian Lui Cuiqing and professional skateboarder Sky Brown. But in “For Life,” they’re just nervous humans, alone until they realize they’re not.

The work crests with these subjects finding the strength to make their advance, once support appears, and ends with each confidently buckling up. There’s also a quick flashback to the Volvo EX90’s new safety features.

“We have an ambition to be pioneers in the protection of people and the planet,” explains Andreas Malm, creative director at Volvo Cars. “We hope to bring to life safety beyond the traditional sense and highlight how you only can live life truly free when you both are and feel safe. A true consumer benefit in the 21st century.”

The initiative also boasts a set of provocative prompts titled “The Questions of Safety.” Some of these include “Is joy a safety hazard?” and “Can love steer you wrong?” Such invitations for people to share how life affects their capacity to drive will provide the brand with fresh insights. Volvo’s R&D team hopes they will potentially inspire research and products.

“In a world where people are seeking safety in all forms, we are incredibly proud and privileged to be part of this continuous-learning journey together with Volvo Cars and AKQA,” says Laura Maness, global CEO at Grey. 

“At the heart of our partnership are brilliant, passionate and talented people with the hunger and drive to unlock insights, deepen our understanding and collectively inspire a safer world,” she says. “‘For Life’ speaks to the extraordinary power of cultivating psychological safety and putting mental health and emotional well-being at the center of everything we do.”

CREDITS

AKQA

Creative:
Peter Lund – Global Chief Creative Officer
Ander Hernando – Designer Director 
Laura Hunter – Associate Creative Director 
Sam Tablada – Senior Designer 
Sebastian Regfeldt – Senior Creative
Jesper Ståhl – Senior Creative
Simon Magnusson – Senior Copywriter
Linus Lövbacka – Senior Designer 
Anthony Penglase – Senior Product Designer 
Asim Bawa – Motion Designer 
Beverly Enrico – Associate Creative Technologist
Saga Westlund – Creative 
Ludvig Pehrson – Associate Creative Director 

Strategy:
Miriam Plon Sauer – Executive Strategy Director 

Client Service and Delivery:
Zoë Baker – Client Partner
Fredrik Stahre –  Associate Creative Director 
Natalie Conway – Account Manager

Tech:
Michael Carlisle – Group Technical Director
Florent Segouin – Creative Development Director
Mike Pires – Senior Art Director

UX:
Uros Petrevski – Strategic Design Director

GREY

Laura Jordan Bambach – President & CCO
Javi Campopiano – Worldwide CCO
Sam Haynes – Creative Director
John Gibson – Creative Director
Ed Hayne – Strategy Director
Gil Caldwell-Dunn – Strategy Director
Rob Gray – Business Director
Sam Dowling – Agency Senior Producer
Alicia Cordell – Agency Assistant Producer

Production Company: New-Land
Ben Turnbull – Production Company Produce
Sheila Johansson – Director
 

Let’s talk about sex, and how people are having less of it. Like less than once a week. Sex is dying, some say. Thankfully, Sex Brand is here to save it—just in time for Valentine’s Day!

The startup bills itself as U.K.’s most sustainable condom. And if you buy them on subscription, you can help save the planet. These rubbers are vegan, and come wrapped recyclable foil.

Orange and black OOH and wild postings from creative studio Uncommon, which helped develop the venture, are hard to miss. “Your parents had more sex than you,” reads one, while another advises “Sex Time > Screen Time.”

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A 60-second online video touts various health benefits of sex, hyping Sex Brand condoms as “world class protection with all the feels.” At the 43-second mark, it tells viewers to stop watching and start doing other things.

“We see a huge gap in the market for a brand to step in and actually stand up for sex and pleasure,” says Sex Brand founder Jack Gove. “Almost a quarter of 18–30 year olds have not had sex in the last 12 months, due to porn, digital distraction and a hundred other things. We want an impactful brand that encourages young people to feel positive and excited about sex again.”

“Porn has never been so readily available, dating apps are actually pulling us apart, not together—we have literally lost the ability to speak to each other in bars—it’s insane,” adds Uncommon founder Nils Leonard. “Sex Brand is here to help stop the death of sex and have a meaningful impact on the world, too.”

For every million condoms sold, the brand will donate a million to NGO’s SafeHands and Reproductive Health Uganda.

Some two years on from the global pandemic-related lockdowns, while the headlines may fixate on economic downturns and worldwide political unrest, the effects of isolation still cast a long shadow over us. There’s a global “social recession” on the rise, and it’s the younger members of society who are feeling it most acutely.

And is it any wonder? While we all experienced the misery of lockdowns, the loss is undoubtedly more devastating for a group so used to living in each other’s pockets, at a stage of life where burgeoning social status and creds matter so much. Add to this the sprawling nature of everyday tech—scan your own shopping functions, delivery bags outside your door, an increasingly wordless society, or the metaverse muscling in on real life—and it’s no surprise our social connections are fragmenting.

Loneliness and isolation are becoming more prevalent across Western societies, with young people among the worst affected. Even pre-pandemic, rising loneliness among teenagers was a problem as a recent study based on data gathered by the OECD from 15- and 16-year-old school pupils highlights. In a sample of 1million teenagers, school loneliness increased between 2012 and 2018 in 36 out of 37 countries. Nearly twice as many teenagers felt high levels of loneliness in 2018 compared to 2012. The researchers found that school loneliness was higher when more students had access to smartphones and used the internet more hours per weekday. If the internet makes young people feel lonely, it’s no wonder the pandemic made them lonelier still.

Indeed, as The Financial Times put it recently: “Young people are suffering a social recession,” and this chimes with the findings of Amplify’s Young Blood survey, which questioned 2,029 young British men aged 16-24 about what it means to be a man in 2022. Some 81 percent said they had experienced mental health problems in the 12 months prior to the survey. Loneliness and lack of money were the top two causes of these problems, each mentioned by 42 percent of respondents, with social media coming in third. Bullying, exclusion and trolling are all facets of the social media age. Smartphones and social media promised to bring people together, encourage participation and boost our sense of community. Instead, these technologies may be driving people further apart, increasing the widespread sense of social alienation and creating greater isolation. Coupled with pandemic social restrictions that forced groups to entrench in even smaller circles, the diminishing number of friends has fueled a social downturn. Living life through a social media filter, there is no JOMO—only FOMO.

Brands should think hard about how they can play a key role in constructing more positive narratives and helping today’s young people become happier and less isolated. Youth audiences increasingly expect brands to act with purpose and not shy away from wider, societal issues—such as loneliness—and explore the ways in which they can play a positive role. There are a number of opportunities for brands to address the needs of modern youth audiences, from providing experience or opportunities that tackle the problem head on to re-evaluating the way they recognize and represent young people in their marketing.

Fight isolation with inclusivity

Designing experiences which help address isolation—whether live, digital or hybrid—is vital for brands today. Whatever the medium, brands should question how they can make their experiences truly inclusive, eschewing exclusive or competitive activities and instead focusing on how they can facilitate interaction and collaboration based on the shared interests of their audiences. Nothing beats people coming together for communal activities with a shared passion or purpose—something festivals have always done well, with notable activations including Pavegen’s energy generating dance floor at Bestival, which took the energy from steps of the revelers and used it to recharge more than 1,000 mobile phones across the event, through to Old Mout Cider’s Kiwi Camp at Isle of Wight Festival in partnership with WWF, which featured upcycling challenges. By enabling young people to form communities based around their passions and engage with one another, brands can support, empower and connect their consumers.

Upskill and assist

As this audience looks to navigate the challenges of post-pandemic life, they are eager to learn new skills that will help them do so. In particular, this generation increasingly craves financial savviness, as evidenced in the Young Blood research which found money to be at the root of many young people’s struggles with mental health. There’s a clear opportunity for brands to play a role in upskilling this audience, providing experiences, opportunities and resources that equip them with new knowledge and tools. As young audiences increasingly look for a value exchange above and beyond the products or services brands offer, turning your marketing and experiences into something that is genuinely useful can help your brand stand out for increasingly selective consumers.

Empowering advocates

For an audience that largely feels unseen in advertising, a powerful way in which brands can support young people is in the choice of the people they partner with. Across culture, talent whom this demographic look up to, whether it’s Shawn Mendes, Little Simz or Paddy Pimblett, are increasingly using their platforms to speak out publicly about the need to prioritize mental health. The brands that champion and collaborate with progressive role models who are open about their own mental health battles are seen as the ones giving platform to these important issues.

Provide safe spaces

Finally—creating welcoming spaces to connect and speak honestly about their feelings is essential as young people build their social circles. Brands should consider how to create spaces that help them feel more connected and encourage young audiences to share and seek help when they need it. When Gymshark opened a barber shop offering free trims and mental health chats, they tapped into a genuine audience need and insight that allowed them both a moment of brand building and crucially, to position themselves as an understanding and supportive brand serving its audience with an essential space for important conversations.