Within the brand strategy development, one of the major tasks is to develop an audience avatar, because everything within the brand strategy is developed from that avatar.
When it comes to the brand identity design, it is the exact same. You need to step inside the shoes of the audience so that you understand them.
You need to understand what journey they’re on, where they’re going through, the challenges they have long in front of them, and, of course, the feelings attached to those challenges.
When you’re able to step inside the shoes of your audience, you can get a sense of empathy for what they’re feeling, and that helps you in the design of the strategic brand identity.