I'll meet with you in person or virtually to run through an exercise I do with all my clients who need to set up their brand strategy: the Brand Personification Exercise. The session usually lasts 45 minutes to 1 hour.

It involves exploring the question: if your brand were a person, what kind of person would they be?

There are a whole bunch of subsequent, specific questions that come along with that, like favorite foods, music, who they hang out with, etc.

This is something you technically could do yourself, but I guarantee you'll find it much more helpful to have me as your experienced guide, having led many other brands down this path in the past.

Most people find the exercise enlightening, clarifying, and fun — and for the most part, people who have participated in it come back to me and tell me how helpful it was for them in situations where they had to make brand-defining decisions. But it largely depends on what kind of thinker you are. You have to be willing to go “out there” because this is not a normal business-as-usual activity.

Note: this will not be effective if you're a concrete, literal thinker who is only focussed on physical results. A brand is ultimately a feeling — and therefore by its very nature non-physical; they are, however, visceral, but not 3D smell-it, touch-it, taste-it…physical. Just want to put that out there because you’ll need to go “out there” to define something is “out there.” :)