1. A defined customer
“Everyone” gives a team nothing useful to work with. Identify the people you can help best, their context and the problem they are trying to solve.
2. A practical position
State what you do, for whom and why someone should choose you. It should be simple enough for a colleague to explain without a slide deck.
3. A message hierarchy
Customers need the main promise first, followed by proof, detail and a clear action. This makes websites, sales material and ads far easier to write.
4. A recognisable visual system
A logo is not the whole identity. Colour, typography, image direction and layout rules create familiarity over repeated encounters.
5. A consistent voice
Decide how the brand sounds: direct, warm, expert, playful or calm. Then give the team examples of what to say and what to avoid.