A Wonderstuff 365 article. Make them count.

What is Brand Definition? 

Everyone involved in running a business, or managing an organisation, knows it’s important to know what to do; but it’s more important to know what not to do.

Your Brand Definition helps you, your staff, and your audience understand what drives your organisation, and why they might want to be a part of it. It helps guide organisational decisions – and actions – to achieve the goals you set, in the way you want.

Why do I need one?

As opportunities arise, whether new business, new staff, or new directions, it’s easy to take them. Then somewhere down the line (often 6-12 months later) wonder why you’re busy, but not getting where you’d hoped, or wondering how you ended up doing what you’re doing day to day.

The purpose of your Brand Definition is to document succinctly five key statements upon which an organisation, and therefore its brand, is founded. With these made clear, you can use them as the reference point for all future actions, directly informing your name, identity, and how you communicate.

Yes, but what does that mean?

Your brand definition should make clear your organisation, compared to your competitors, distinguished by some distinctive characteristics.

It is your purpose, vision, values, position, and promise.

Brand definition succinctly defines your organisations brand; why it exists, where it’s going, how it’s getting there, who it’s working with to get there, and what makes it distinct and different.

For example, your values should be as unique to you as possible, and be clear enough that you can show these within your organisation. Being ‘professional’ or ‘honest’ don’t count – they’re the values of every organisation (or should be!).

What if I don’t have a documented Brand Definition?

Well, you’re likely to find that you and your key team members will all have a different idea as to the purpose of your organisation, where its destination is, and how you’ll get there.

Not sure? Ask your key team to write in one sentence the promise you make to your audience. Then compare. If they don’t match, or closely resemble each other, then you know you need to define your organisation and brand more clearly.


If you’d like to know more about brand, or brand definition, email paul@wonderstuff.co or call and talk to us.