In this phase the Brand DNA Map is created to guide the brand. Brand DNA determines brand focus and ensures the brand doesn't try to become a "kitchen sink" and be everything to everyone. A good Brand DNA process brings together a cross functional team of stakeholders to define what the brand is and wants to be. The defined DNA acts as an internal guide and beacon for all activities surrounding the company.
Also within this phase is initial positioning work. Once the Brand DNA Map has been completed and the target chosen, benefit laddering work and positioning concept testing will be completed to define the unique place the brand will own in the consumer's mind.
