How should we position ourselves to build confidence and trust in the market?
How do we articulate our value proposition so that it is clear, credible, and differentiated?
What actions, initiatives and stories will strengthen our desired position?

How should our purpose, promise and vision be defined?
What category should we “own”, and what type of company are we in the eyes of customers, talent and investors?
How do we ensure a consistent narrative and strategic direction across all touchpoints?

How should our brands relate to the mother brand and to each other?
Which naming and brand structure best supports our strategy and growth?
How should the portfolio evolve over time, including migrations and integrations?

How should our logotype, typography, colours and graphic elements express who we are?
How do we design a cohesive system that works across digital and physical touchpoints?
How do we translate the design system into everyday use?

What is the right name for our company, product or offer, and how is it differentiated?
Can we secure domains and digital availability for the name?
What legal protections and trademark considerations must we account for?