What is your raison d’ etre? What drives you?

What do you produce or provide?

How do you intend to convey that your company (via a brand or company identity) is worthy of trust and respect?

What allows people to believe in you? And how will you enact this (rather than merely say it) on the Web or in print?

Who is your target audience? What do you want to say to them? (or sell?)

What will the results of a successful identity system be for you? How will you measure success?

Once you have articulated your intentions, you begin defining your image.