To begin developing a brand strategy is to first understand the brand’s commercial goals, real resources and the context in which it is placed. Then, to determine the brand’s distinctive features: those traits which identify the brand and differentiate it from others. All these things come together to form the essence of a brand.
Once the brand’s essence is determined, the myth and the weltanshauung -- on which the brand depends -- are created.
These aspects make up the conceptual side of brand creation. At this point in the process FORMA creates a summary for the client to act as a guideline for the practical execution of these ideas. Clients often choose to continue working with FORMA through the implementation and positioning of their brand.