If identity is written in our biology, could brand identity follow the same rules? Imagine a brand that adapts, expresses itself, and even “inherits” traits the way living cells do. In genetics, banding is how scientists see identity, they run DNA through a special gel, and what appears is a unique pattern of lines thick, thin, dark, light almost like a barcode, no two patterns are the same, and that’s how scientists can instantly distinguish one organism from another. In simple terms, banding is your body’s way of saying, “This is me.”

Branding works in a surprisingly similar way. A logo, a colour palette, a tagline, and even the tone of voice a brand uses online these are its “visual bands.” When you see a bitten apple or a swoosh, you don’t have to read the name, You already know.

Biology and business might seem like two different worlds, but they share the same purpose: to show identity and say, “This is who I am.”

What Do Your Genes Have to Do with Your Personal Brand?

We tend to think of branding as a deliberate marketing exercise choosing fonts, selecting colours, building content calendars. But what if branding were more biological than we realized?

You don’t choose your genes, they’re given to you at birth, Some traits are visible like your eye colour, your height and how quickly you build muscle. Others are hidden like your caffeine tolerance, your sensitivity to sound, or your natural sleep rhythm.

But here’s the fascinating part: your DNA isn’t your complete story.

Through the science of epigenetics, we’ve learned that experiences and environment can influence how genes are expressed. Stress, diet, relationships, and even where you live can switch certain genes on or off.

Personal branding works in much the same way.

You might be quiet and thoughtful with friends but magnetic on stage, you might keep your LinkedIn polished but go unfiltered and funny on Instagram. That’s not being fake it’s adaptation, because different contexts “activate” different brand traits, just as different environments influence genetic expression.

And just as biology is flexible, so is identity. Moving to a new city, starting a career, ending a relationship, or even reading a book that shifts your perspective all of these can flip a switch in how you present yourself.

So instead of only asking, “What’s my message?” try asking:

“Which part of me is being expressed right now?”

Because identity isn’t just something we build.

It’s something we become.

How Brands Evolve Like Genes

Genes don’t stay frozen in time and neither do brands. Evolution happens through a series of 9556 small changes. Some are random, some are responses to the environment, some fail, some survive.

Brands follow the same pattern, they experiment with new logos, campaign styles, or tones of voice, some changes stick, others fade, but every experiment leaves a mark on the brand’s story.

Netflix: Streaming the Evolution of Brand DNA

Netflix started as a DVD rental service, shifted to streaming, and eventually became a global content creator. Each pivot was a brand “mutation.” Not every move was part of a master plan, but over time, those changes shaped Netflix into something entirely new yet still unmistakably Netflix.

Dove: Transforming Story Without Changing the Product

Dove’s products stayed largely the same, but its brand identity evolved dramatically. It went from “just soap” to a champion of real beauty, celebrating wrinkles, scars, and stretch marks in campaigns that resonated deeply. In doing so, Dove gradually developed a brand character centered on real beauty and individuality, showing that everyone’s uniqueness matters. Its roots care, gentleness, and authenticity remained intact. The expression changed; the DNA didn’t

Fenty Beauty: Launching Fully Evolved

Fenty entered the market already fully evolved, bold, inclusive, and unapologetic. Its launch of 40 foundation shades wasn’t just a product release; it was a statement of identity. In genetic terms, Fenty was like an organism born with a strong set of traits its “brand DNA” was complete from the start. It didn’t need to adapt slowly to survive; its inherent identity forced the industry to evolve around it. Just as some organisms are born with genetic advantages that shape how they interact with their environment, Fenty’s brand DNA defined the rules of the beauty market from day one.

Apple: Consistency Through Constant Change

Apple’s evolution from computers to a full tech ecosystem iPhones, AirPods, Apple TV+ is a lesson in brand consistency through change. Every product has its own individuality, yet all share the same underlying “brand DNA”: simplicity, innovation, and sleek design. Just like in ancestral genetics, we inherit traits from our ancestors but still develop our own individuality. Apple’s products express unique features, purposes, and experiences, but they all carry the same core traits that make the brand unmistakably Apple.

Branding as a Living Identity

Whether in biology or business, identity is alive. Brand DNA is shaped both by what’s built into it and how it responds to the environment.

The strongest brands like the strongest organisms adapt without losing their essence. They evolve, experiment, and expand, but their core remains unmistakable.

Branding isn’t static. It’s living, breathing, and always becoming something more.