clarifying-strategylisted

# Clarifying Strategy (Phase 2) ## Overview Phase 2 distills all learnings from research and audits into **a unifying idea and a positioning strategy**. It combines methodical examination with strategic imagination — "look into a microscope with one eye and a telescope with the other." Agreement is solidified about target markets, competitive advantage, brand core values, brand attributes, and project goals, usually captured in a brand brief. If the effort includes a new name, a naming process runs inside this phase. ## When to use - Turning research/audit findings into a positioning strategy and a "big idea." - Aligning leadership on target markets, core values, attributes, and goals via a brand brief. - Naming a company, product, service, joint venture, or merged enterprise. - Repositioning to stay relevant against new competitors or market shifts. - **Hand off** actual identity design/execution to later phases; write the *creative* brief only after the brand brief is approved. ## Strategy scenarios Scope of Phase 2 depends on the situation: a **clearly defined business strategy** (needs a logo/positioning to reflect it), a **need to activate business strategy**, a **need for brand strategy** (no distinctive brand yet), **starting from a blank page**, or a **joint venture that needs a name and strategy**. ## Narrowing the focus Don't just examine current strategy, values, markets, and competitive advantage — stand back and read the big picture: economic, sociopolitical,