Defining a brand is arguably the most fundamental step in developing and delivering an effective and successful brand strategy.

2. Defining your brand : It provides a brand with an identity An identity will: mark out the brand within its competitive environment trigger associations which will contribute to the differentiation of the brand itself The identity of a brand is the synthesis between: the visual reference points (logo, packaging, etc.), the messages (advertisements, web site, etc.), and the collective perception of the brand by customers or by the community at large Honesty and transparency must prevail throughout the whole process, otherwise the repercussions of an unrealistic brand development may be fatal.

4. communication

5. behaviour If just one of these three pillars is neglected during the brand development process, there is a real danger that the definition of the brand will turn out to be incomplete, unrealistic or deceptive Defining your brand

6. The brand in “pull” markets An incomplete or unclear brand identity will be met with indifference. Expansion within a B2B market hinges much more on vicinity to the community, its problems and its needs. As brands moves from “start-up” to “established”, the shaping of their identity relies increasingly on your own strengths, interests, self-perception, and motivation.

7. The Steps 1.Input = Output 2.Personas 3.Visual identity 4. Reward

10. behavioural patterns

11. forms

12. and tasks that will be typical of the future brand The brand is pictured as a persona/an identity. Its features are defined in the greatest detail. Simulate various situations in order to determine the behaviour of the brand.

14. Define the positioning of the brand,

15. the brand promise,

16. the distinctive features,

17. the definitive brand profile.

19. Richard.bush@baseonegroup.co.uk www.baseonegroup.co.uk/beyond