“13. Define Your Brand’s DNA DNA is defined as “fundamental and distinctive characteristics/qualities of something” and “unchangeable.” If your team can’t quickly rattle off your brand’s DNA by heart, put pen to paper! Create a list of benchmark brands from an aspirational perspective and find common themes. Identify key qualities that embody your brand. Whether it’s price advantage or niche, define it’s core and stay true to it.” – @marketingmuses @marketingmuseaz @LuliMuses