The Anatomy of a Brand
"Start by knowing what you want and who you are, build credibility around it and deliver it online in a compelling way." – Krista Neher
This is an incredible graphic that shows you the deeper pieces in which a brand is made up of and built upon.
Here's what these mean;
Creative Strategy: How are you going to come to market, what you're going to say, and the vernacular/visuals you're going to use.
Positioning: Specifically, what you have to offer and to whom and why you're unique.
Mission, Vision, and Purpose: Why you exist, what you want to accomplish, and achieve long term.