About the Toolkit

What is the Toolkit?

‘What’syourpurpose?’ is an online DIY programme enabling organisations to define their brand in-house, without the need to hire expensive external resource.

You’ll learn how to define your ‘Vision’, ‘Mission’, ‘Values’, ‘Proposition’, ‘Personality’, and ‘Reasons-to-believe’.

Written in plain English and broken into manageable steps, it is packed full of practical advice and tips. The first section explains brand theory simply, breaking down all the terms and demystifying the process. The following section walks you through the step-by-step guide explaining exactly what to do, how to do it and when to do it. Simple.

The four-step programme provides smaller organisations, including single person entities, with all they need to create their brand definition.

At just £199 (inc VAT) for a six-month licence,
What’syourpurpose? is perfect for smaller organisations to benefit from defining their brand fully in-house at a fraction of the usual cost.

Expert brand definition at a fraction of the usual cost.

Who is it for?

The short answer is it is for all organisations who are interested in the success of their brand. You may be a new, small company that is just launching and needs to build a brand from scratch, or a well-established charity in need of a brand refresh. No matter which, ‘What’syourpurpose?’ can help ensure that you get the results you need.

You don’t even need to have any previous brand experience as the toolkit will walk you through the programme step-by-step, providing clear definitions for any technical terms.

If you are more experienced, the toolkit will provide you with a ready-made programme to follow, with handy tips and ‘real-world’ examples throughout.

In short, this toolkit gives you everything you need to build the foundations for a winning brand.​

Why do I need it?

Strong brands are clear about who they are and why they are different. No matter what sector you are in, you want your organisation to stand out from your competitors and attract a loyal band of staff and customers alike. This means taking control of your brand, defining it clearly and then using that definition to set the direction for all your brand communications and activity.

However, that comes at a cost – one that you may well feel you could do without. External consultants don’t come cheap and so many businesses end up putting brand development low down the list of financial priorities, leaving it for a day when money is more plentiful.

That is why we have developed this step-by-step guide, allowing you to create your own clear, winning brand definition. The toolkit will take you through the whole process yourself, guiding you through the same steps that our experienced brand consultants take and at a fraction of the cost.

What will it deliver?

Put simply, the toolkit will deliver a clear brand definition that is unique to your organisation. This is important as the brand definition is the blueprint that will direct all your brand communication and activity so that you are building a coherent brand reputation more quickly and more thoroughly.

Ultimately it will save you precious resource – both time and money. It will help your brand be stronger, more effective and sustainable.

Some of the advantages a clear brand definition will bring include:

  • a clearly differentiated positioning that helps you stand out from your competitors
  • a consistent voice across all your communications
  • articulation of your unique brand story and motivating key messages

which will help you:

  • increase sales or funding
  • attract and retain loyal customers
  • motivate and retain your staff
  • attract new recruits
  • maximise the efficiency of your marketing and communications budget.

for Businesses

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for Not-for-Profits

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What’syourpurpose? is divided into three sections:

Section 1: About Brand Definition

Explaining brand definition and introducing our own brand definition model – the one we use when defining our clients’ brands.

Section 2: The Brand Definition Four-Step Programme

The ‘how to’ guide to creating your own brand definition in-house. This section covers the programme, taking each step in turn, explaining what tasks need to be done and how to complete them. To help you, worksheets, templates and tips are provided with each step.

Section 3: Moving Forward

Defining your brand is the critical first step. But it is only the beginning of the journey. The next step is to make sure that it is embedded throughout your organisation and used to direct all your communications and activity. This section helps set you on the right road.

Close-Icon

What’syourpurpose? is divided into three sections:

Section 1: About Brand Definition

Explaining brand definition and introducing our own brand definition model – the one we use when defining our clients’ brands.

Section 2: The Brand Definition Four-Step Programme

The ‘how to’ guide to creating your own brand definition in-house. This section covers the programme, taking each step in turn, explaining what tasks need to be done and how to complete them. To help you, worksheets, templates and tips are provided with each step.

Section 3: Moving Forward

Defining your brand is the critical first step. But it is only the beginning of the journey. The next step is to make sure that it is embedded throughout your company and used to direct all your communications and activity. This section helps set you on the right road.