Behavior
What do you want people to do and by when do you want them to do it? What’s their motivation to do it? Are we changing an existing behavior, or creating a new one?
Perception
What perception does our audience need to have in order to do what we want them to? What experiences do they need to have in order to form that perception?
Idea
What idea will create the perception? Logos, ad campaigns, products—these are just experiences of an idea. All brands are ideas, but not all ideas are brands.
Experience
A brand is defined by the sum of its experiences. What experiences communicate the idea most effectively, and how well are they orchestrated?