The Step-5 is to define your brand’s Why.
An organisation should know ‘why they do what they do’. It’s not about making money, that’s the end result. It’s actually a purpose, a cause or a belief, the very reason why an organisation exists!
Knowing deeper why an organisation or a brand exists, provides the foundation on which to build everything else – the how (organizational culture & brand experience) and the what (products or services that an organisation offers).