This is the most vital phase of the medical branding process for your company as it will be the foundation for all what comes after. It will clarify what kind of brand you will be and how you will be perceived in the minds of your customers. It will help you and your stakeholders to understand what your brand stands for, directing your decisions throughout your business, from design and content to whom you hire and what services you offer. The brand strategy would be used as a brief for developing your brand identity and marketing strategies.