At the end of the journey the most important output is a document that clearly and in an inspiring way describes your brand. It answers questions like; what is the brand heritage, what is its added value, how is it positioned against the competition, what personality traits does it have, what is its target audience? The document thus forms a solid foundation underneath your brand, so that everyone that encounters it (via, for example, brand meetings, onboarding, pitch decks and creative briefs), will be building the same brand.
