Brand Definition is about understanding where an organisation is now, and where they want to be in the future. For that reason, Brand Definition provides a foundation for any branding activity. It enables you to develop your brand in the most efficient and effective way. It helps you to understand what you need to do, why you need to do it and how you’re going to do it.

How to achieve brand definition

To achieve Brand Definition and get a better understanding of our clients, we deliver a Brand Review. A Brand Review may be part of a larger branding project, where it forms one element of the brand definition stage of the project. But a Brand Review can also be a stand alone activity. In this situation it is often delivered as part of a wider strategic planning process. This usually happens when an organisation is planning to launch new products, break into new markets or simply consolidate the success they have already achieved.

Brand Definition will help you to:


The Brand Review structure

Our Brand Review looks at clients from the three different perspectives described below. Each perspective adds depth to our knowledge. At the end of the process we have a thorough insight into your organization. We understand where you are, where you want to be and – most importantly – what you need to do to get there.

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.


Why your brand proposition is important

With a Brand Review complete, you are now in a position to create a clear brand proposition. Your brand proposition is a statement that tells your audience what they will get from you. It’s not a description of the services you provide, necessarily, but a description of the benefit customers will experience. Your brand proposition is fundamental to building a relationship with your customers, whether that’s winning a new customer, or nurturing loyalty in your existing customers.

Your Brand Definition process – and the brand proposition you develop – forms the foundation of your branding activity. It provides a reference point for all the activity in the subsequent stages of the brand building process. Brand Definition 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