There’s no point creating a clone of a brand that already exists. To stand out, you have to stand alone. And that means going back to basics. To the heart of what your brand stands for.

The Anon branding process – for new or existing brands – starts with values. Because at its core, every great brand has a unique set of values.

Values that underpin everything you do. Values that are true, simple and different. That challenge you and your competitors. That have genuine meaning to your audience. That determine how people think and feel about your brand.

Your values provide the foundation for the creative expression of your brand. They set your brand up for life. 

What do you value most? As a person and an organisation? What do you care about and love? What drives you as a person and as a company?

Of these, which four values are absolutely fundamental to your business? Which four values have genuine meaning to your customers?

Guidelines: The values must be true. No “motherhood” values. Ideally expressed in the same grammatical form. Simple and easy to remember. Four words max.

When the four values are locked together, they should complement each other and form something unique.

What is one word that sums up your four values? What is the essence of your business or organisation?

What is your company’s purpose, its reason for being? What difference will you make to people’s lives? What do you bring to the community? What do you hope your brand can offer to the world?

How do you imagine your business will look like when fully realised? What do you hope to achieve? How would you sum up your vision, hopes and dreams for the business in two or three short sentences?

If you had to say what your business is about in plain, simple language, in 10 seconds or less, what would you say?

Here’s where it all comes together, crafted into a cohesive and compelling story. A story that expresses the unique essence and appeal of your brand in language your audience relates to.

How to sum up your brand in three or four short words. Memorable. Different. Exclusively yours.

That’s it.

Now you have the framework for all internal and external expressions of your brand. Brand Identity. Web Copy. Advertising. Social Media. Customer Engagement. Organisational Culture. Etc…