Creating a Brand

4. Pulling the Elements Together

Once you have assessed your core competencies and your current brand positioning, start to define your brand identity.

4.1 Decide who you want to lead the process.

• It may be you, or someone inside your business who will 'champion' the brand.
• Specialist branding agencies can also run the process for you, although you may need a substantial budget.

4.2 Discuss your core competencies and brand values with employees and customers.

• Remember, what you think about your business is almost certainly not what your customers or employees think.
• Your brand must reflect what your customers and employees think about your business to have any credibility.

4.3 Note your agreed core competencies and brand values, making sure that none of them conflicts with your brand stature.

• For example, if you agree with employees that your business means 'high quality' and your research on your brand stature says that your customers associate you with 'cheap and cheerful', your branding is already damaged.