―Benjamin Franklin
I view a brand ID as the protagonist. The brand's unique marketplace is the story setting through which our hero is questing, to build a foundation from which to plot a communication strategy.
We plot each step from incision to sought resolution, then work back from that end to design a campaign roadmap with quarterly thematic acts and timely beats that engage the targets.
A heroes journey will have obstacles, mostly in the form of competition. They are not to be avoided or ignored. To win marketshare we need to know their story and arc as much as we know our own.
Either is failure. Every function of the business must be clear on their KPIs and responsible for measuring, reporting, and improving as learning begins feeding the overarching dashboard.