Defining your brand is difficult. Our advice? Think of your brand as a person. How old would they be? Would they be male of female? What clothes would they wear? What would they drink on a night out? Which celebrity would they be friends with? What would their hobbies be?

By personifying your brand, it’s easy to define which characteristics are important (to both you and your customers).

Here at MaD we like to think of ourselves as Gary Barlow: an expert at what he does; respected in his field; easy to get along with; not adverse to taking a risk (we all remember his appearance on the X Factor).

With that being said, your brand doesn’t need to be somebody likeable or inoffensive. There is nothing wrong with being a Katie Hopkins or Tom Cruise after all, we each enjoy a guilty pleasure.