Brand Strategy
The decision about what you're for, made before anybody opens a design tool. Design can only express a position that already exists.
What is delivered?
A written position: who the business is for, who it isn't for, what it's claiming, and the evidence behind the claim. The words you'll use about yourself and the ones you'll stop using. It's short, because a position that takes twenty pages isn't one.
Where does it come from?
Mostly from you. An hour or three of talking, plus reading everything the business already has: the quotes, the ads, the reviews, the things you say on the phone every week and have never written down. Most businesses already have a position and have never been asked to say it out loud.
How do you know it's right?
It has to be checkable. If what we've written can't be turned into a question a customer could put to your competitor, it isn't a position, it's an adjective. That's the same test we apply to the copy, and it's the one that kills most brand language.