3 – Creating your Brand Definition
This is the moment when you pull it all together and define your brand.
Why this is important
If you are in a larger company there will be a whole team of people you will need to bring together for this stage but this programme is written with the assumption that you may be working alone.
What you need to do
You are now going to create your brand definition. Simply follow the logical plan, outlined in the activity section below.
NB If you have got a team of people participating, follow the same pattern but allow extra time for discussion and feedback.
In Step 2 you prepared the background. Refer to your completed Worksheet 2 from Step 2, reminding yourself of your key target audiences, your competitors and your company’s strengths – this will help you focus on the right things for your definition.
Activity
Using the guidance notes to help you, create your draft Brand Definition in Worksheet 3.
Once you have completed your draft leave it alone for a few days before refining and finalising it in Step 4.
Outcome
Draft Brand Definition ready to be refined and finalised.
A clearly defined brand is a strong brand – one which will help your organisation by:
-
Providing focus through a clear set of aims and ambitions
-
Ensuring all marketing and communication activity works in harmony
-
Creating an emotional barrier to the competition