A promise for what you stand for, what you offer, and how you will serve your customer. You must ask yourself who you are, who you want to be, and who do people perceive you to be. Purpose, design, message, voice, and strategy must cohesively come together to create a brand that engages and moves people. Beyond strategy, it is the first step, and arguably most important, in your marketing and communications program. If it is done wrong or incomplete, all other layers in your program can be jeopardized.