About the Toolkit
What is the Toolkit?
‘What’syourpurpose?’ is an online DIY programme enabling organisations to define their brand in-house, without the need to hire expensive external resource.
You’ll learn how to define your ‘Vision’, ‘Mission’, ‘Values’, ‘Proposition’, ‘Personality’, and ‘Reasons-to-believe’.
Written in plain English and broken into manageable steps, it is packed full of practical advice and tips. The first section explains brand theory simply, breaking down all the terms and demystifying the process. The following section walks you through the step-by-step guide explaining exactly what to do, how to do it and when to do it. Simple.
The four-step programme provides smaller organisations, including single person entities, with all they need to create their brand definition.
At just £199 (inc VAT) for a six-month licence, ‘What’syourpurpose?’ is perfect for smaller organisations to benefit from defining their brand fully in-house at a fraction of the usual cost.
Expert brand definition at a fraction of the usual cost.
Who is it for?
The short answer is it is for all organisations who are interested in the success of their brand. You may be a new, small company that is just launching and needs to build a brand from scratch, or a well-established charity in need of a brand refresh. No matter which, ‘What’syourpurpose?’ can help ensure that you get the results you need.
You don’t even need to have any previous brand experience as the toolkit will walk you through the programme step-by-step, providing clear definitions for any technical terms.
If you are more experienced, the toolkit will provide you with a ready-made programme to follow, with handy tips and ‘real-world’ examples throughout.
In short, the toolkit gives you everything you need to build the foundations for a winning brand.
Why do I need it?
Strong brands are clear about who they are and why they are different. No matter what sector you are in, you want your organisation to stand out from your competitors and attract a loyal band of staff and customers alike. This means taking control of your brand, defining it clearly and then using that definition to set the direction for all your brand communications and activity.
However, that comes at a cost – one that you may well feel you could do without. External consultants don’t come cheap and so many businesses end up putting brand development low down the list of financial priorities, leaving it for a day when money is more plentiful.
That is why we have developed this step-by-step guide, allowing you to create your own clear, winning brand definition. The toolkit will take you through the whole process yourself, guiding you through the same steps that our experienced brand consultants take and at a fraction of the cost.
What will it deliver?
Put simply, the toolkit will deliver a clear brand definition that is unique to your organisation. This is important as the brand definition is the blueprint that will direct all your brand communication and activity so that you are building a coherent brand reputation more quickly and more thoroughly.
Ultimately it will save you precious resource – both time and money. It will help your brand be stronger, more effective and sustainable.
Some of the advantages a clear brand definition will bring include:
- a clearly differentiated positioning that helps you stand out from your competitors
- a consistent voice across all your communications
- articulation of your unique brand story and motivating key messages
which will help you:
- increase sales or funding
- attract and retain loyal customers
- motivate and retain your staff
- attract new recruits
- maximise the efficiency of your marketing and communications budget.
How does it work?
The toolkit is divided into three sections:
Section 1:
About Brand Definition
Explaining brand definition and introducing our own brand definition model – the one we use when defining our clients’ brands.
Section 2:
The Four-Step Programme
The ‘how to’ guide to creating your own brand definition in-house. This section covers the programme, taking each step in turn, explaining what tasks need to be done and how to complete them. To help you, worksheets, templates and tips are provided with each step.
Section 3:
Next Steps
Defining your brand is the critical first step. But it is only the beginning of the journey. The next step is to make sure that it is embedded throughout your organisation and used to direct all your communications and activity. This section helps set you on the right road.
FAQs
What if I have no experience of working with brands?
That’s no problem, as our toolkits are suitable for novices and experts alike. The toolkits are self-explanatory so even if you are a complete brand novice, you will be able to create your ideal brand definition. The steps are easy to follow, assuming no prior knowledge, with clear instructions and definitions.
Even if you are more experienced, the toolkits will help by setting out a clear and easy-to-follow programme. You will find top tips on how to engage your people; information on how to gain Board level support and; how to make sure that your programme comes in on time with the necessary buy-in across the whole of your organisation. In short, it will provide everything you need to ensure that you create a truly effective brand definition.
What if I need more help?
The toolkit is designed so that you can develop your brand yourself, so you shouldn’t need to get any extra help.
However, if you do feel unsure about the process or need some more support with some sections, please get in touch with us and we can talk to you about what further support you require. We offer a number of additional consultancy services ranging from a 30-minute consultancy phone call to a full day training session for you and your colleagues.
What if I don’t know the terminology?
Terminology can be very confusing when you are dealing with brands. That’s because there are as many different definitions on terms such as proposition as there are brand consultants!
With ‘What’syourpurpose?’ that shouldn’t be a problem. The whole programme is written with the novice in mind. All ‘technical’ brand terms are defined and used consistently throughout the programme, so it will all be clear. Of course, if you have any queries then please do get in touch. We want this to work for you.
Can I print the programme?
All key worksheets can be downloaded and printed so that you can share and review them offline.
What if the licence runs out before I have finished creating my Brand Definition?
The reason we have decided to sell the toolkit via a licence agreement is that we want to make sure that our customers complete the project in a timely fashion and end up with the new Brand Definition they need. Having a set timeframe does concentrate the mind and make it far more likely that this will happen.
We have allowed plenty of time – six months is more than enough time to create a Brand Definition, as even the largest organisations who undertake a comprehensive round of research are unlikely to need more than six months. However, if by any chance you do need more time just get in touch with us and we can discuss your needs.