An overview of the Brand Ascension internal brand development philosophy, Brand DNA methodology, and our way of working with clients.

1. www.BrandAscension.com
WELCOME!
Suzanne Tulien,
Brand Elevation Enthusiast
International Speaker, Consultant
Author; Brand DNA
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Elevating conscious branding in business®

2. www.BrandAscension.com
About The BA Group…
Work with local, national & global firms
define, create & build brand experiences
Pioneers of Proprietary Brand DNA
methodology & assessment tools
Award-winning Graphic Design
Certified Trainer
Certified in Accelerated Learning
Methodology
Brand Elevation Enthusiast
SUZANNE TULIEN

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What I Am NOT…
An advertising agency,
A marketing firm,
A PR organization,
A media buyer…
…all FOCUSED ON
EXTERNAL MESSAGING.

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What I do…
I am a Brand Elevation Enthusiast,
Internal Growth Whisperer, +
author of Brand DNA…
Ultimately, I help personal +
business brands position
themselves to be congruent to what
they truly stand for, become
accountable to it, and commit to…

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The Brand Ascension Group
OUR NICHE IS SMALL TO MEDIUM-SIZED COMPANIES
…defines & builds your internal
brand’s Dimensional Nucleic
Assets® (DNA) and inspires you
to live and embody your brand
consistently and distinctively
so that your customer’s
expectations match or exceed
the promise in your
external marketing messages.

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What is a logo?
• Our clients understand that their logo is NOT
their brand, but rather…
• a visual representation of their brand.
• A brand is a PERCEPTION, that…
• Lives in the minds of your employees and
customers, and is…
• Based on emotion and defined through their
EXPERIENCE with your products, services, people.

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• To be highly consistent
• Uniquely differentiated
• And memorably engaging

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Your Brand IS Your
Business™…
85% of a
company's market
value is now
calculated on
intangible assets;
defined as
knowledge,
reputation and
human talent.
(Source: Brookings Institute)
70% of
customers’
perception of a
brand is
determined by
experience
with people.
(Source: Enterprise IG 2004 and
Ken Irons, Market Leader)

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Our Brand Engaging Programs
• Internal Brand Definition &
Implementation
o Proprietary Methodology: Brand DNA
o Delivery offered 3 ways
• Live on-site training
• Live virtual delivery via WebEx
• Do-it-yourself, self-paced online recorded
training
• Brand Diagnostic
o Comprehensive Internal/External
Stakeholder Assessment
• Strategic Implementation of Brand
Attributes
o Employee engagement, process
creation, leadership development
• Brand Management
o Review/metric development/analysis

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The Cost of External Marketing
“
of
marketing dollars are
wasted, due to
de-motivated,
ill-informed staff
undermining the
(brand) promise.”--David Barrows, The Design Agency, UK
40% $64 Billion

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We Educate Our Clients
on the Difference Between...

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• Favorable Word of Mouth
• Favorable Ratings & Reviews
• Positive Testimonials
• Positive comments on Facebook,
Twitter, blogs, online forums, etc.
• Offline recommendations
• Shared offers with social
networks
SOURCE: *What’s a brand advocate worth? --Zuberance
Value of an ‘Advocate’
LOYAL
CUSTOMER
AVERAGE
CUSTOMER

13. Defining & Actioning Your Brand DNA…
Resolves Most Common Business Pains, like:
• How to create memorable BRAND
EXPERIENCES, consistently
• Lack of AWARENESS & ADVOCACY?
• Customer CHURN
• Competitive pressure & no real
DIFFERENTIATION
• Bringing new PRODUCT(S) to market
• No employee BUY-IN of the brand
• Employee CHURN
• Not fun or inspiring to work for

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Side Affects of A Well-Defined Brand…
• Increase revenues & market share
• Decrease price sensitivity
• Increase customer loyalty
• Enhance brand distinction
• Increase brand clarity & vision
• Increase consistency & customer trust
• Increase ability to attract & retain quality
employees

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How It’s Done…
BRAND DNA
CORE VALUES
BRAND STYLE
DIFFERENTIATORS
STANDARDS of
PERFORMANCE
BRAND PLATFORM
BRAND PROMISE
DEFINE, CREATE, & BUILD

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In the ABSENCE of a
DISTINCTIVE brand
EXPERIENCE,
A Brand Without Definition and Focus…
- James Gilmore & Joseph Pine,
The Experience Economy
PRICE becomes the
DEFAULT in your
customer’s purchase
DECISION.

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Key Questions Answered Thru Brand Definition
1. How will you create the optimal brand
experience?
2. How will you enhance your brand through a
multi-sensory experience?
3. Where can you create brand insistence and
advocacy with your customers?
4. Does your brand reinforce something about
who your customers are?
5. Are your employees inspired to understand
and live the brand promise, day in and day
out?
6. Will your brand make people feel as though
they belong to something special?
7. Can your brand confirm and affirm the
promise through every touch point?

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HOW IT’S DONE…
BRAND DNADEFINE, CREATE, & BUILD
YOUR BRAND DNA
• FACE-TO-FACE FACILITATION or
• ONLINE TRAINING COURSE
• COMPREHENSIVE WORKBOOK
• EMPLOYEE TEAMWORK
• IMPLEMENTATION STRATEGIES
• OPPTY. for CONTINUED
EDUCATION
Business and Personal Brand Elevation

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Identify it. Define. it. Become it.
719.660.2533