OK, now's the time to look carefully at what you are as an organisation and how you got here. Then combine it with goals and aspirations and distil the mix down into brand signals. These fundamentals carry the triggers that convey the meaning of the brand.
- The brand idea No, not a mission statement. We are looking for what defines you and makes your business tick. You know, it's what makes you get up in the morning.
- The brand personality This could take its lead from personalities in the business, the industry, the intended audience - or all three. People are more likely to buy into a brand if its personality is similar to their own.
- The brand architecture Once we have have gained details of products and other parts of the business, we need to establish a clear structure and relationship between these facets.