This is where you clarify your brand offering. You are also able to begin to articulate the important parts of your brand such as brand strategy, your positioning, and brand attributes. This phase expands upon the work you completed in Phase 1 (Research and Discovery), helping you focus on your target market. A common mistake in this phase is that many overlook creating a brand brief and creative brief, both of which are required in order to correctly move to the next phase.
Are you ready to name your brand, how about providing a brand brief or creative brief? Does your brand meet the standard brand attributes?