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HOW TO: Define your brand

In order to be able to define a brand, there must be a willingness to scrutinise the company very honestly and openly. This honesty and transparency must prevail throughout the whole process, otherwise the repercussions of an unrealistic brand development may be fatal.

Defining a brand means providing this brand with an identity. Such an identity will mark out the brand within its competitive environment and trigger associations which will contribute to the differentiation of the brand itself. The identity of a brand is the synthesis between the visual reference points of this brand (logo, packaging, etc.), the messages that are used to put the brand across (advertisements, web site, etc.), and the collective perception of the brand by customers or by the community at large. The identity of a brand therefore rests on three main pillars: identity, communication, behaviour.

The brand in pull markets