October 14, 2025
Most “brand voice” projects stop at a mood board and a handful of adjectives: Confident. Conversational. Trusted. Then teams are left to interpret it on...
This phase focuses on surfacing the insights needed to guide all strategic and creative decisions in the refresh. It sets the foundation for Phase 2 by clarifying audience needs, internal alignment, and market positioning.
Insights gathered here will directly inform the strategic frameworks and creative decisions in the Brand Visioning™ phase, including brand positioning, narrative structure, tagline development, and identity system design.