Basic Identity

What is the basic identity of the brand that should be communicated to customers? What do you want them to remember about your product?

This includes product positioning, identity of competing brands, target audiences, price points, and how the product is used. Both past and future identities are blended into one all encompassing and strong identitiy that can be quickly identified by consumers.

The thought process in this stage should center around a realistic perception of how the product is viewed and how might the product eb utilized by consumers. The key is to view the product from the point of view of the end user.