Go through a Brand Sprint, get a common language to describe what your company is about and move on to the visuals and identity.
Once you know what your brand’s message and objectives are, who your audiences are and what your competitors look like, the subsequent decisions about visuals, voice, and identity become way easier.
If you’re building a digital or physical product or already have a product and are not comfortable with its branding, a Brand Sprint will make things easier for you. A new brand book won’t be enough. You need to think strategically.