Our first step is to get to know the brand. We need to know how consumers, employees, analysts, and other influences perceive the brand and what it means to them, how it is positioned in regard to competitors, and more. To learn this, we carry out the following three phases: Strategic learning—We immerse ourselves in all aspects of the company, its offerings, and other influences, through secondary and primary data studies, media analysis, benchmark review, key staff interviews, and other information gathering Visual audit—We undertake a historical review of the brand’s previous design, messaging, and how it has been—and is—extended to a variety of customer touch points Influencer interviews—We pursue understanding of the actual experience of the brand by those closest to it: Regular and other customers, high and midlevel executives and other employees, and the brand’s PR and other agencies