Develop a Brand Love Key (Brand framework/guideline)

A Brand Love Key, it is a very famous Unilever tool to establishes a framework and most importantly a common language for your brand. Its probably the first step every brand should develop.

Why is it important? Developing a Brand Key can help shape the strategic direction of your brand by determining the essence of your Brand. That is, who you are, your values, personality, the functional and emotional benefits you offer to your consumer, the brand Point of view.
This will translate into tone of voice for example (all of which will be included to your brand guidelines.).