And defined the process

Core Branding is a strategic process inspired and informed by brand strategy, psychotherapy, and human-centered design that helps passionate entrepreneurs, owners, and stakeholders identify and express the core of their organization—its style, beliefs, passions, creativity, inspirations, and connections—to help communicate what is special, unique, and exciting about what the organization stands for, what it does, and how it does it.

Core branding helps you clarify your direction, communicate  your value and values, and find and connect with your people.