Develop a roadmap that details your goals and objectives.

Define your essence:
What are the ideas and the values the brand should embody?

Define your audience:
Who are you speaking to … and why? What needs do they have that are currently not being met?

Choose your position:
Relative to your competition, what are you offering?

Stand Apart:
Distinguish your product in relevant ways within the market.

Define the form:
Which media are most relevant to the target?