What kind of magic are you making over there? List your services and/or products.
What makes YOU the best at what you do?
So... why are we here? List why do you need this project for your business and what you're hoping to achieve.
Who are your peeps? What is their age, gender, location, income, type of housing, family status? Please list any behavioural insights you may have.
What do you want to communicate with your audience? How do you want them to feel and what do you want them to do?
What's your vibe? What is the personality of your brand (serious, playful, sophisticated, youthful, approachable, luxurious, affordable etc.)?
List those pesky competitors within your selling space. Are there any competitors who's branding you like or dislike?