Stay Ahead with the Power of Upskilling - Invest in Yourself! 
How are you going to describe the essence of the brand to your colleagues and business partners in one short, memorable, and motivating sentence? What makes it special?
This is the last and hardest stage of the brand definition process. Try to create images of what the brand does, and preferably link it to an eternal value such as friendship, status, and belonging, realizing your true self (Maslow’s Hierarchy of Needs could be useful here).
The central organizing thought is not the same as the slogan. The central organizing thought addresses a core customer value whose articulation may make customers uncomfortable or even resentful. The slogan refers to this core customer value but in terms the customer is happy to acknowledge and discuss.
