In order to successfully unite the three cornerstones of your brand (Corporate, Consumer, and Talent), you need a central “Brand DNA.” Your Brand DNA is the story of who you are, what you value and believe in, and how you connect these beliefs and values to the work you do every day.

While all of your marketing content may be attempting to reach different audiences and prompt different actions, all of it should reflect your brand’s DNA. You want your audience to see these core values in all messaging they come across, whether they’re the specific target of any particular campaign or not.

How do you make sure you’re expressing your united brand DNA in all the content you produce? Find out in our new pocket guide.