1. What do you think are the strengths of your brand?
   Think about all the things that make your brand different and why you have established your business in the first place.
2. What is it that you are most proud of?
   These might include soft and hard factors, for example:
   • the passion / expertise / knowledge of you / your people
   • how you have made a difference to people / places / sectors etc
   • the type of work you do – maybe doing things that no other organisation is doing / can do
   • quantifiable training and skills
   • quantifiable results
   • attitudes to your beneficiaries / staff / funders etc
   • how you / your people behave.

Once you have written your list (capturing every strength or positive factor about your brand that you can think of), look at them carefully and prioritise them. Which are the three that are the most important? Think about this both in terms of what is most important to you and what you think will make you stand out in the marketplace most effectively.

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For example, if you are a charity looking after the victims of domestic abuse, your list might look something like this:

Beneficiaries of the charity’s work: victims of domestic abuse. People looking for a safe refuge and help in getting their lives back on track. They are looking for support and help. You are offering them a service – somewhere they feel safe and can begin to sort out the problems inflicted on them. You are providing a critical service.

Donors: want to feel that they are donating to the right cause, a cause which they believe in and see as valuable. They want reassurance that their money is going to the right place and making a difference. You need their support and must demonstrate how you are different from the rest of the possible charities to which they could donate. You need them more than they need you, so you need to show how effective and worthwhile your brand / organisation is.

Local Authorities / Government Bodies / Foundations / Grant giving authorities: Such bodies may have significant funds to give away but they will also have many organisations, other than your own, competing for their funds. You need to stand out, which means being able to communicate succinctly what your brand will achieve, why it stands out and what it hopes to achieve. In other words, you need to be able to communicate your brand definition (Vision, Mission, Values, Personality, Proposition and Reasons-to-believe) effectively and persuasively (which is exactly what this Toolkit will help you achieve).

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For example, if your company offers a business service, such as ad hoc external administrative services, your list might look something like this:

Customers: These are likely to be either businesses that are too small to have full time permanent administrative staff, or larger businesses who need to cover short-term staff absence. They will be looking for reliable, efficient admin help when they need it. They need a cost-effective way of buying in the professional expertise they need, whenever they need it. They want trustworthy, capable, professional staff who can slot into their company immediately. You are offering reassurance, peace of mind and smooth-running efficiency.

Professional staff: You will need to attract the best staff for your ‘talent pool’. (Your business is as good as the staff that you assign to your clients’ businesses). They will be looking for access to work in a positive environment, where they are paid competitively and treated fairly. They are looking for an organisation that will take away the hassle of looking for work – a company that will do the marketing for them, vet the businesses they are ‘joining’, ensure a fair payment scheme and provide the necessary support that they need. You are making their working life easier, taking the strain of looking (and applying) for temporary positions – you are simplifying their lives so that they can concentrate on what is important to them.

Investors: You may have one or two individuals who have invested in your company for a shareholder stake. They undoubtedly are looking at ROI (return on investment) as they will want to make a profit. However, any good investor knows that the way you run your business will have a significant impact on how successful you ultimately are. They will want to know that you are tapping into a real need and that you can provide concrete benefits to your clients. They will also want to see that you are differentiating yourselves from the competition – eg in the way you assess / train / treat staff; by the way you market your business / pay your staff / deal with customers etc. You need to demonstrate that your business model is good and that you are able to follow it through.

These are simply examples to help you get started. Your business will have its own comprehensive list of target audiences both internal and external. Only you can work out who they are and what they are looking for from your brand. It is important that you consider all their relative needs at an early stage in order to create a compelling Brand Definition, which effectively addresses the needs of your target audiences.

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For example, if you are a charity looking after the victims of domestic abuse, your list might look something like this:

Beneficiaries of the charity’s work: victims of domestic abuse. People looking for a safe refuge and help in getting their lives back on track. They are looking for support and help. You are offering them a service – somewhere they feel safe and can begin to sort out the problems inflicted on them. You are providing a critical service.

Donors: want to feel that they are donating to the right cause, a cause which they believe in and see as valuable. They want reassurance that their money is going to the right place and making a difference. You need their support and must demonstrate how you are different from the rest of the possible charities to which they could donate. You need them more than they need you, so you need to show how effective and worthwhile your brand / organisation is.

Local Authorities / Government Bodies / Foundations / Grant giving authorities: Such bodies may have significant funds to give away but they will also have many organisations, other than your own, competing for their funds. You need to stand out, which means being able to communicate succinctly what your brand will achieve, why it stands out and what it hopes to achieve. In other words, you need to be able to communicate your brand definition (Vision, Mission, Values, Personality, Proposition and Reasons-to-believe) effectively and persuasively (which is exactly what this Toolkit will help you achieve).

These are simply ideas to help you get started. Your organisation will have its own comprehensive list of target audiences both internal and external. Only you can work out who they are and what they are looking for from your brand. It is important that you consider all their relative needs at an early stage in order to create a compelling Brand Definition, which effectively addresses the needs of your target audiences.

Close

For example, if you are a charity looking after the victims of domestic abuse, your list might look something like this:

Beneficiaries of the charity’s work: victims of domestic abuse. People looking for a safe refuge and help in getting their lives back on track. They are looking for support and help. You are offering them a service – somewhere they feel safe and can begin to sort out the problems inflicted on them. You are providing a critical service.

Donors: want to feel that they are donating to the right cause, a cause which they believe in and see as valuable. They want reassurance that their money is going to the right place and making a difference. You need their support and must demonstrate how you are different from the rest of the possible charities to which they could donate. You need them more than they need you, so you need to show how effective and worthwhile your brand / organisation is.

Local Authorities / Government Bodies / Foundations / Grant giving authorities: Such bodies may have significant funds to give away but they will also have many organisations, other than your own, competing for their funds. You need to stand out, which means being able to communicate succinctly what your brand will achieve, why it stands out and what it hopes to achieve. In other words, you need to be able to communicate your brand definition (Vision, Mission, Values, Personality, Proposition and Reasons-to-believe) effectively and persuasively (which is exactly what this Toolkit will help you achieve).

These are simply ideas to help you get started. Your organisation will have its own comprehensive list of target audiences both internal and external. Only you can work out who they are and what they are looking for from your brand. It is important that you consider all their relative needs at an early stage in order to create a compelling Brand Definition, which effectively addresses the needs of your target audiences.

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