Brand definition is all about understanding where your organisation is now, and where you want to be in the future, so you can identify what you need to do to get there. With that information you can make the best use of your resources – time, budget and people. For this reason, brand definition is a great starting point for any brand development activity.
 

What is brand definition?

Brand definition is an opportunity to establish your criteria for “success”. What do you need to do, to achieve “success” for your organisation? Whatever it is, brand definition is the stage where you make your plan for achieving it. This plan is your brand strategy.
 

How we work with you

For the brand definition process to be successful, we need to develop a thorough understanding of your organisation. To do this, we look at your organisation from three different perspectives. Each one gives us insight into a specific aspect of your organisation.

The business perspective
This focuses on the practical aspects of your organisation. What are your goals or targets? What is it that you want to achieve? Understanding this enables us to focus on the outcomes that will be most valuable to your organization.
The internal perspective
This focuses on establishing the personality of your organisation. What is it that motivates you? What are the values that you want people to associate with your organisation? Understanding this information will help us create a brand that is distinctive and memorable.
The external perspective
This focuses on the two key elements outside your business: your audience and your competitors. Who are your target audience? Who are your competitors? By understanding both groups you will be able to create a brand that is distinctive and memorable.
 

When you need to think about this

Brand definition is often part of a larger branding project. It forms the first stage of the project, where the brand strategy is developed. But brand definition can also be a stand-alone activity to create a new brand strategy, or develop an existing one. In this situation it is often delivered as part of a wider strategic planning process within an organisation. This usually happens when an organisation is experiencing a period of change.

Your brand definition process gives your organization direction. The brand strategy you develop creates a reference point for all the brand development activity that follows. It provides the fuel you need to power your brand design and brand delivery.
 


If you would like to know more about Brand definition, and what it could do for your organisation, drop us an email, or call Jonathan on 07816 870842. It would be great to hear from you!

Some of our work