Amy’s dissertation explores Integrated Marketing Communication & Brand Identity as critical components for brand success. By adapting the ‘Successful Brand Communication Egg’ marketing model, start-up businesses are now provided with an tool for establishing brand equity through cohesive communication of a brand’s message across all brand touch points. This is put to practice through the establishment of ‘Ayanna’- a self-care brand, rooted in natural Maltese resources. Ayanna’s core brand message is to be Eco-friendly and customer focused. This is especially evident through the website’s product customisability feature, which allows clients to personalise product’s to match their lifestyle.