Define your brand – clearly, confidently, and in-house

A practical brand-definition toolkit for start-ups and small organisations that need clarity before they grow.

Illustration representing standing out with clarity and purpose

Most start-ups and small organisations know what they do – but struggle to explain why it matters, who it’s really for, or what makes it different.

As a result:

  • messaging feels inconsistent
  • decisions take longer than they should
  • marketing doesn’t quite land
  • and everyone describes the business slightly differently

This usually isn’t a skills problem.
It’s a clarity problem.

A brand isn’t just a logo or a colour palette.

At its core, your brand is:

  • what you stand for
  • who you’re really trying to help
  • and how you want to be understood

When those things aren’t clearly defined, growth becomes reactive rather than proactive. That’s why brand clarity matters – especially for start-ups and SMEs.

Abstract illustration representing brand values and meaning

Defining your brand gives you a foundation you can build on.

It helps you:

  • make decisions with confidence
  • communicate consistently
  • align your team
  • and grow without losing direction

But for many small organisations, the challenge isn’t wanting brand clarity – it’s knowing where to start, what questions to ask, and how deep to go.

Pyramid model illustrating the structured elements of brand definition
What does “defining your brand” actually mean?

That gap is exactly why we created the What’syourpurpose? toolkit.

It’s a structured, professionally guided process designed specifically for start-ups and SMEs to define their brand properly – without agencies, jargon, or guesswork.

The toolkit walks you through the thinking that underpins a strong brand, step by step, helping you turn instinct and ideas into clarity and direction.

Visual overview of the What’s your purpose? brand-definition toolkit
See how the toolkit works

The toolkit is designed for:

  • start-ups defining their brand for the first time
  • small organisations bringing clarity to growth
  • founder-led teams who want alignment
  • anyone who needs a clear brand foundation before investing further

If you want to outsource everything, this probably isn’t for you.

If you want control, clarity, and confidence, it is.

Works brilliantly and is really useful in broadening the conversation to include essential feedback from other stakeholders.
Gary Halliwell
CEO Hearby
A great way of getting your head around who you are, what you are really doing and how you want to be perceived.
Sarah Honywill
Founder Ocean Markets
Comprehensive, clear and easy to use, it helped inspire our team.
Fife Alcohol Support Service
It was a great way of getting the whole team to talk during the difficult days at the beginning of lockdown.
NHS Foundation
There are a lot of sketchy toolkits around but this really delivers. I highly recommend it to any small business trying to establish itself in a crowded marketplace.
Ameena Ahmed
Developer
It really does do what it says on the tin – simple, helpful, easy to use.
David Mullany
Principal, London English Language School

You don’t need a big budget to define your brand.

You need:

  • the right questions
  • in the right order
  • with the right structure

What’syourpurpose? gives you exactly that.