Even in complex creatures, genetic information consists of only four chemical building blocks. Of course, among other factors, they must be combined in the right way to make up a living thing.
The goal of a defined brand DNA is thus explained: It is the development of principles that determine the creation and effect of everything else. Which “language of shapes”, colors, fonts, etc., are the right ones to communicate a character only through design? Which elements can evoke emotions in a potential customer, even before personal contact has taken place?