Why brand strategy should really be called brand DNA.

Every brand starts with an idea. But ideas alone don’t build loyalty, turn heads or drive growth. That’s where brand strategy comes in – the foundational thinking that turns intention into impact. But here at Holdens, we don’t just talk about brand strategy. We like to call it brand DNA. 

Why? Because strategy shouldn’t sit in a document gathering dust. It should live in every part of your brand – informing what you say, how you say it, what you look like and what you stand for. Like DNA, it should shape every move your brand makes. 

Here’s what we mean and why getting your brand DNA right is the most important first step in any branding journey. 

In simple terms, brand strategy is the core blueprint behind a brand. It’s the thinking that guides how your brand behaves, communicates and connects with your audience. It answers the big (and very tricky) questions: 

• Who are you? 

• Who are you for? 

• What do you do and why does it matter? 

• What genuinely makes you different? 

• What do you sound like, look like, behave like? 

• Where are you going and how will you get there? 

A strong brand strategy sets the tone for everything that follows: naming, visual identity, campaigns, website design, tone of voice, even internal culture. It ensures your brand has purpose, clarity and consistency – three things every audience can feel (and every team needs). 

We prefer the term brand DNA because it captures the depth, permanence and influence of this foundational work. 

DNA is not a surface-level layer – it’s embedded within. It’s the code that defines how a brand behaves and evolves. It holds your values, your personality, your ambition and your edge, all working together to create something uniquely yours. 

Think of it like this: 

• Brand identity is how your brand dresses. 

• Brand campaigns are how your brand performs. 

• Brand DNA is what your brand is made of. 

You wouldn’t build a house without a blueprint. You wouldn’t write a novel without a plot. And you wouldn’t (or shouldn’t) launch a brand without defining its DNA. 

Every agency has their own flavour of brand strategy. Here’s what we typically include when defining brand DNA: 

1. Mission
   The big why. What do you exist to change, solve, or champion?
2. Vision
   Where you’re heading and how you’ll get there. 
3. Values
   What you believe in and what drives your decisions. 
4. Positioning
   How you stand apart in your category. What makes you distinctive, relevant and desirable? 
5. Promise
   The promise you make to your audience and what customers can consistently expect from you 
6. Single-minded proposition
   A concise expression of the one most persuasive reasons your target audience should choose your brand, product, or service 
7. Tone of voice
   How you speak. The personality behind your words. 
8. Audience personas
   Who you’re speaking to and what they care about. 
9. Messaging pillars
   What you say and how you bring your brand to life across touchpoints. 

It’s not about filling in boxes. It’s about shaping a brand that feels human, memorable and magnetic – both inside and out. 

You might be tempted to jump straight into your brand’s visual identity, website design or campaigns, especially when deadlines are tight and excitement is high. But skipping brand strategy is like building on sand. Things might look good at first, but they’ll lack stability, clarity and longevity. 

With your brand DNA in place, everything else gets easier – and better: 

• Creative becomes more focused and original. 

• Designs align with meaning and message. 

• Campaigns speak with confidence and clarity. 

• Audiences feel a real connection. 

• Teams know what they’re part of – and where they’re going. 

It’s the difference between being just another brand and becoming the brand people remember. 

Brand DNA isn’t just a phase in a project plan. It’s the heart of your brand. It brings focus to your story, fire to your message and fuel to your growth. 

It’s how you make your brand mean something – not just to the market, but to the people inside it. 

So before you design, write, launch or scale – start with DNA. Because when you know exactly who you are, the rest comes naturally. 

Looking to start your branding journey with brand strategy? Get in touch and we’ll talk you through our process in more detail.