Here are the key things we will consider when thinking about a brand strategy:
The big idea
What’s at the heart of this thing – what is it REALLY?
What do they believe in and stand for?
Where is it now, where is it going – where does it want to go?
What’s the right tone of voice, to engage the target market?
Who are they targeting? What is the demographic and how do they interact with a product or service like this?