If you were in a larger organisation there would be a whole team of people you would need to bring together for this stage but this programme is written with the assumption that you may be working alone.

That said, if you have other people in your organisation you should include them and even if you are a lone operator, you might like to think about roping someone else in (eg. friends or family) just to bounce ideas around. The principles remain the same whether you are a single individual or a team of eight.

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 organisation’s strengths – this will help you focus on the right things for your definition.

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.

Draft Brand Definition ready to be refined and finalised.