The DNA map is the single most important component of the Lifeford® brand. It is its spirit, its center, its driving force. Similar to a living cell, it is comprised of a nucleus-like core brand statement that is surrounded by a constellation of contributing brand aspects, characteristics, values and traits, it informs us, inspires us, encourages us, and guides us, enabling us to move forward as a team in a more strategic, more efficient, and more united way. It not only helps us clearly and consistently communicate the Lifeford brand but it functions a standard which we can guide all creative efforts. To ensure optimum brand communication and brand consistency, refer to it the brand DNA often.