Introduction

This guide has been developed to help small organisation create their own brand definition, in-house. It is cost-effective because it negates the need to buy external expertise and can be used by even the smallest, one-person organisation.

It is divided into two main sections. Section 1 ‘About Brand Definition’ explains what it is and why you need it. Section 2 ‘The Four-Step Programme’ takes you sequentially through the key steps required to create your own brand definition. We recommend reading the ‘About Brand Definition’ section before starting the programme.