The most effective visual identities have the simplest solutions, draw together multiple themes and expressions across a variety of touch points and are derived from a solid strategy undertaken prior to putting pencil to paper.

By engaging a client in the process of strategy early on, a linguistic blueprint can be established to guide the design process, avoid superfluous detail and the personal preferences of both the designer or client, identify and avoid ineffective visual market clichés, save time, help to accurately price a project, justify your fee (through a tangible document) and, most importantly, deliver a relevant design solution.

Richard Baird.