About the Toolkit
What is the toolkit?
What’syourpurpose? is a guided, self-led brand-definition toolkit designed for start-ups and small organisations that want clarity before they grow.
It helps you define your brand clearly and confidently – in-house, and without the need for expensive consultants.
The toolkit walks you step by step through the thinking that underpins a strong brand, helping you define your Vision, Mission, Values, Proposition, Personality, and Reasons-to-believe in a structured and practical way.
Everything is written in plain English and broken into manageable steps, so you always know what to do, why you’re doing it, and how it fits together.
This is the same structured thinking we use in our consultancy work — adapted specifically for start-ups and SMEs to work through themselves.
Who is it for?
This toolkit is designed for:
- start-ups defining their brand for the first time
- SMEs needing clarity before scaling
- founder-led teams who want alignment
- lean organisations working in-house
You don’t need any previous branding or marketing experience.
The toolkit guides you through the process step by step, clearly explaining terminology, providing examples, and helping you focus on what really matters – without jargon or guesswork.
If you’re willing to think clearly and honestly about your organisation, the toolkit will do the rest.
Why do I need it?
Strong brands are clear about who they are and why they exist.
Without a clear brand definition, organisations often struggle with:
- inconsistent messaging
- unclear positioning
- hesitant decision-making
- marketing that doesn’t quite land
A clear brand definition gives you control.
It ensures everything you communicate – internally and externally – is aligned, coherent, and purposeful. It also makes future decisions easier, because you’re no longer starting from scratch each time.
The toolkit exists to help you get that clarity properly, not approximately.
What will it deliver?
By the end of the toolkit, you will have:
- a clear and unique brand definition tailored to your organisation
- a shared internal understanding of what you stand for
- a consistent foundation for marketing and communications
- clearly articulated positioning and key messages
- greater confidence when explaining what you do and why it matters
Ultimately, this saves you time, money, and uncertainty – and gives your brand a stronger, more sustainable foundation.
How does it work?
The toolkit is divided into three clear sections:
About Brand Definition
This section explains what brand definition really is and introduces the structured model used throughout the toolkit — the same one we use when defining brands for clients.
The Four-Step Programme
This is the core of the toolkit.
You’re guided step by step through creating your own brand definition in-house, tackling each element in turn. Worksheets, templates, tips, and examples are provided to support you at every stage.
Next Steps
Defining your brand is the critical first step — but it’s not the last. This section helps you understand how to embed your brand definition into everyday decision-making, communication, and activity.
Together, these sections form a clear, finite journey – so you always know where you are and what comes next.
See the toolkit in action
This short walkthrough shows the toolkit in use and how the programme works in practice.
FAQs
What if I have no experience of working with brands?
That’s no problem, as our toolkits are suitable for novices and experts alike. The toolkits are self-explanatory so even if you are a complete brand novice, you will be able to create your ideal brand definition. The steps are easy to follow, assuming no prior knowledge, with clear instructions and definitions.
Even if you are more experienced, the toolkits will help by setting out a clear and easy-to-follow programme. You will find top tips on how to engage your people; information on how to gain Board level support and; how to make sure that your programme comes in on time with the necessary buy-in across the whole of your organisation. In short, it will provide everything you need to ensure that you create a truly effective brand definition.
What if I need more help?
The toolkit is designed so that you can develop your brand yourself, so you shouldn’t need to get any extra help.
However, if you do feel unsure about the process or need some more support with some sections, please get in touch with us and we can talk to you about what further support you require. We offer a number of additional consultancy services ranging from a 30-minute consultancy phone call to a full day training session for you and your colleagues.
What if I don’t know the terminology?
Terminology can be very confusing when you are dealing with brands. That’s because there are as many different definitions on terms such as proposition as there are brand consultants!
With ‘What’syourpurpose?’ that shouldn’t be a problem. The whole programme is written with the novice in mind. All ‘technical’ brand terms are defined and used consistently throughout the programme, so it will all be clear. Of course, if you have any queries then please do get in touch. We want this to work for you.
Can I print the programme?
All key worksheets can be downloaded and printed so that you can share and review them offline.
What if the licence runs out before I have finished creating my Brand Definition?
The reason we have decided to sell the toolkit via a licence agreement is that we want to make sure that our customers complete the project in a timely fashion and end up with the new Brand Definition they need. Having a set timeframe does concentrate the mind and make it far more likely that this will happen.
We have allowed plenty of time – six months is more than enough time to create a Brand Definition, as even the largest organisations who undertake a comprehensive round of research are unlikely to need more than six months. However, if by any chance you do need more time just get in touch with us and we can discuss your needs.
Ready to get started?
Defining your brand properly doesn’t require a large budget – just the right structure, questions, and guidance.
£199 (inc VAT) for a 6-month licence.
What’syourpurpose? provides a structured, self-guided way to define your brand clearly and confidently — in-house.