Start with the substance which defines what the brand believes & how it behaves.


Next, define the audience you want to target and why they should choose you over your competitors (this is your positioning strategy and your message stems from here).


Then develop how the brand will communicate by defining

- WHAT the brand will say through the messaging & storytelling strategy
- HOW it will say it through its personality & voice
- & How it will appear through the brand identity

These should all be aligned.


For example:

Your personality & defines the attributes & feelings you’ll use. Your message defines what you want your audience to know & Your Identity helps to deliver this visually.

https://youtu.be/D3Tu3w67Adc

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