Thorough research and sharp observations help us towards this common story, the 'brand story', the strategic compass of your organization. This is a clear, understandable and coherent story about who you are, what distinguishes you and what you want to achieve. Your brand story not only makes things tangible, but also forces an organization to clear strategic choices. This creates a clear course and a solid basis for a strong positioning. Your brand story is the benchmark of the total rebranding operation.