The Four-Step Programme

This section covers the programme, taking each step in turn, explaining what tasks need to be done and how to complete them. The programme has been written specifically for small companies – we have assumed that there may be only one person involved.

The programme is set out in a logical order and should be completed in that order. To help you, worksheets, guidance notes and tips are provided with each step.

The worksheets have been designed to be filled in as part of a complete online package, which for easy access can be saved (or printed) at any time.

NB Although the process may appear rather formal for a small company, our experience shows that it is worth formalising your approach as it will help ensure that you get the optimum definition and a clear focus for your business.

Each step is based around a worksheet, which will store your input ready for you to look at when you return to the programme. Full instructions and tips are provided with each step.

Overview

  1. Getting started
    Planning your project by identifying why you are doing this, what you are hoping to achieve and when you are going to complete the project
  2. Preparation
    Gathering, analysing and collecting the inputs you will need
  3. Creating your draft Brand Definition
    This is the moment when you pull it all together and define your brand
  4. Review & Finalisation
    Optimising your Brand Definition

Top tips for running a successful brand definition project:

  • Do not simply copy your competitors, YOU are different

  • Keep it straightforward and action oriented / don’t over intellectualise

  • Be succinct – too much is as bad as too little

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Many ‘Reasons-to-believe’ will be existing factors that support your brand such as:

  • Xxx number of queries dealt with within 24 hours
  • All our staff have xxx qualification
  • We won the 2018 award for xxx
  • Xxx languages are spoken by our staff
  • We champion diversity and inclusivity throughout our organisation by…
  • We are committed to improving the skills and capabilities for all our staff through our comprehensive xxx training scheme
  • Being open and welcoming is important to us which is why we run a new staff induction/mentoring scheme
  • We are committed to improving our service which is why we have introduced a new evaluation and monitoring initiative
  • We actively work to improve the performance of our sector by collaborating on government white papers / liaising with government / speaking at conferences etc
  • We invested £x in training of young people (not necessarily in our organisation) last year
  • Our people regularly take part in discussions/debates about the future of our sector
  • We foster inspirational thinking by…
  • We challenge the status quo by…
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Warm
Trustworthy
Timid
Risk-taking
Brave
Loyal
Optimistic
Enthusiastic
Charming
Impulsive
Empathetic
Straight-forward
Simplifies
Explanatory
Intellectual
Clever
Serious
Friendly
Forthright
Outspoken
Funny
Ironic
Deep
Introverted
Self-sufficient
Extrovert
Outgoing
Calm
Passionate
Gregarious
Sociable
Daring
Honest
Reliable
Cool headed
Collected
Pragmatic
No nonsense
Sensible
Approachable
Timid
Opportunistic
Thoughtful
Considered
Level-headed
Interesting
Pioneering
Early adopter
Fair
Confident
Adventurous
Creative
Independent
Strong
Straight talking
Witty
Smart
Sharp as a button
Kind
Shy
Generous
Sincere
Team player
Assertive
Flamboyant
Artistic
Thorough
Practical
Non-judgemental
Relaxed
Assured
Straight thinking
Good listener
Understanding
Courageous
Clear-sighted
Nothing’s too much trouble
Unfazed
People focused
Reserved
Capable
Quick witted
Adaptable
Quick-learner
Up for challenges
Embraces the new

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The Alzheimer’s Society: United against dementia.

Directed largely at donors and a call to action.

Parkinson’s: Change Attitudes: Find a cure. Join us.

Direct, straightforward and spells out exactly what it is trying to achieve.

Cancer Research UK: Together we will beat cancer.

Clearly articulates what it is trying to achieve and is a call to action, we need your support.

NSPCC: Every child is worth fighting for.

Expresses their commitment to help children as every single child is equally important.

Marie Curie: Care and support through terminal illness.

Articulates exactly what it does.

Age UK: Love later life.

An upbeat and positive message about dealing with older age groups.

Wiltshire Air Ambulance: Funded by you, flying for you.

Call to action, outlining how their service is for the benefit of their community and needs their funding – it is mutually beneficial.

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Royal Society for the Prevention of Cruelty to Animals

Compassionate: We care deeply about the lives of animals, we have empathy for people, we act with kindness and consideration at all times.
Inspirational: We are life-changing, we inspire by taking the lead, we speak up when others don’t, we take brave decisions, we change animals’ lives for the better.
Committed: We never give up, we have energy and determination, we rescue animals from cruelty and neglect, giving them new opportunities and supporting others in doing so.
Expert: We have expert knowledge, we act on the basis of evidence, we back up our decisions and actions with science, data and experience.
Integrity: We are honest and trustworthy, we act with integrity, we do what’s right.

WaterAid

Respect: We treat everyone with dignity and respect and champion the rights and contribution of all to achieve a fairer world.
Accountability: We are accountable to those whose lives we hope to see transformed, to those we work with and to those who support us.
Courage: We are bold and inspiring in our actions and words, and uncompromising in our determination to pursue our mission.
Collaboration: We work with others to maximise our impact, respecting diversity and difference in the pursuit of common goals.
Innovation: We are creative and agile, always learning, and prepared to take risks to accelerate change.
Integrity: We act with honesty and conviction and our actions are consistent with openness, equality and human rights.

Alzheimer’s Association

Integrity: We assure and maintain transparency in our relationships with each other and with our various constituencies.
Commitment to excellence: We lead through innovation, maximize technology to its fullest and relentlessly increase our knowledge.
Inclusiveness: We operate in a spirit of inclusiveness by providing opportunities and forums for our many stakeholders to be represented and heard across activities throughout the Association.
Diversity: We vigorously encourage and welcome the power of diversity especially those who have been underserved or under-represented.
Consumer focus: We seek to understand, learn from and meet the needs of individuals with Alzheimer’s disease, their families and caregivers.
Accountability: We keep our commitments and make measurable progress to achieve our mission.

Wilf Ward Family Trust

– small, local charity founded in 1986

Person-centric: Working in the best interests of every individual.
Inclusive: Promoting inclusive relationships for the people we serve.
Value our people: Building on all our knowledge and expertise to build a culture of excellence.
Respectful: A culture of mutual respect with all our stakeholders.
Purposeful: Focused on high quality and standards to create meaningful support networks for each individual.
Upholding our promises: Openness, transparency and honesty in all that we do.
Promote vibrant opportunities: Enhancing people’s lives through providing stimulating, enjoyable and enhancing opportunities.

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Royal Society for the Prevention of Cruelty to Animals

The RSPCA as a charity will, by all lawful means, prevent cruelty, promote kindness to and alleviate suffering of all animals.

WaterAid

To transform the lives of the poorest and most marginalised people by improving access to safe water, sanitation and hygiene.

Alzheimer’s Association

To eliminate Alzheimer’s disease through the advancement of research; to provide and enhance care and support for all affected; and to reduce the risk of dementia through the promotion of brain health.

Wilf Ward Family Trust

– small, local charity founded in 1986

Empowering disabled and vulnerable people to live personalised lifestyles through a culture of participation, involvement and encouragement.

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Royal Society for the Prevention of Cruelty to Animals

To work for a world in which all humans respect and live in harmony with all other members of the animal kingdom.

WaterAid

A world where everyone, everywhere has safe water, sanitation and hygiene.

Alzheimer’s Association

A world without Alzheimer’s disease.

Wilf Ward Family Trust

– small, local charity founded in 1986

To promote an ethos of caring, supportiveness, participation, learning and involvement for disabled and vulnerable people in the communities in which they live.