This document provides guidance on conducting market research and developing a brand strategy before launching a new business or product. It emphasizes the importance of understanding the target market through a situational analysis of the company, customers, and competitors. It also outlines key elements to consider when building a brand such as visual identity, voice, physical experience, attitude, authenticity, and leveraging resources to spread the brand message consistently. The overall message is to thoroughly analyze the market and develop a clear brand strategy before promoting or expanding a business.