Is Your Brand Sticky?

2. DNA. Understand your own brand DNA, and be able to clearly articulate what problem you solve on an emotional level and why it matters to your customers. A great brand understands the “one thing” it owns and, more importantly, the “higher order benefit.”

This is the emotional takeaway customers receive when they choose to do business with you. What you own and the problem you solve should be the foundation of your brand promise. Starbucks might sell gourmet coffee, but the emotional takeaway is the customer's ability to “escape and indulge.”