BEFORE A NEW BRANDING PROJECT: a client’s brief.

Hmm! The point is in the market that you are trying to appeal to, and penetrate. The point is in the industry, buzzing with competitors, of which you are one, and must win.
Now, a brand, in this regard, is not the company or just the business. Neither is it just a product, as commonly used. a brand is the soul of the company. that person factor that helps it connect with the people, and that makes it a living thing.