MORE THAN A NAME CHAPTER 03 BRAND ANATOMY: CONTEXT, TONE, STYLE BRAND `RULES' Branding is a marketing discipline and the basics of branding are common to all areas of marketing: define your audience, know your market, differentiate yourself, choose a route to market and then make your brand stand out. Brand building starts with a clear set of rules ­ a brand must define its positioning (where it sits in the market) and offer a clear proposition (how it presents itself) to its audience. This is understood that emotion is key ­ the difference today is that emotion is becoming a basis for branding. Brands need to have a deeper connection with their consumers if they are to thrive and prosper. Some brand experts refer to this as connecting with the `spirit' of the brand; others call it a `sixth sense'. Applying the traditional brand `rules' makes it difficult to capture this nebulous spirit. Spirit must