What is your raison dí etre? What drives you?
What do you produce or provide?
How do you intend to convey that your company (via a brand or company identity) is worthy
of trust and respect?
What allows people to believe in you? And how will you enact
this (rather than merely say it) on the Web or in print?
Who is your target audience? What do you want to say to them? (or sell?)
What will the results of a successful identity system be for you? How will you
Once you have articulated your intentions, you begin defining your image.