STEP 1 - Define why you're in business

• What is it that you do and what unique product or service do you offer?

• What is your USP (Unique Selling Point)

• Define why you exist, and your vision for what you aim to achieve.

STEP 2 - What comes to mind when customers think of your brand? What do you want them to think?

• Define what you want your employees, potential employees, customers, suppliers, associates, competitors, and friends to think.

• Your message, and your story must be clear to each of these groups in order for the brand to be understood, supported, trusted, and to thrive in such a competitive market.

STEP 3 - Create words and phrases you want to have associated
with your brand.

• Is your brand fun, exciting, exotic, historic, serious or innovative?

• Ask your employees what words they associate with your brand. If each says something completely different or if there are inconsistencies, you need to work on defining your brand further.

• Your message must be consistent in all internal and external communication. Including your mission, vision, brand story, tag-line, logo, packaging, advertising - everything must be in line!

STEP 4 - Identify why people should come to you rather than
anyone else.

• Defining the benefits and advantages you offer will help your marketing strategy, and build assurance in your customers mind.

STEP 5 - Build Your Brand

• Through every contact you, your product, your employees, your distributors, or your sales people have with the customer, creates an
opportunity to build trust.

• Through your brand' s clarity and consistency, people will develop an emotional attachment, which is turn drives sales, loyal customers and a successful brand.