Absent a strategy, a product is not a brand, an enterprise can have no identity and communications are rudderless noises that are destined to fall on deaf ears.
	Creating a branding strategy requires identifying that singular compelling attribute from among the many that provides character and differentiates.  Powerful brands are simple to define and easy to remember.  Strategy creation begins with zero based analysis without preconceived notions.  The goal is to obtain a complete understanding of the product, service or entity, its strengths and weaknesses.  Considering competition is always a key component for  nothing functions in a vacuum and ultimately a brand is evaluated by its audience in that context.