Defining your brand at the start of your business journey will help establish the direction your brand will grow in. Defining your brand involves identifying key values, building company culture and determining your goals.

• Identify the key values you would like your business to uphold. These will help guide how your business interacts with the audience and customers and in the creation of a marketing approach.
• Build a company culture that combines the sort of management style you will be adopting as well as the personalities and work ethic of your team members. Company culture should encourage productivity whilst allowing employees to feel comfortable in the workplace. This will reflect on the way employees present themselves and the company.
• Determining your goals will allow you to design operations and processes which reflect what you seek to achieve. For example, if fostering innovation is particularly important, you can encourage brainstorming sessions with your team members.