Articulate a brand story and positioning

[chadwhitacre]

Interesting series on OpenSource.com about open branding:

There are three particular adventures we have found are great starting points for proving the power of an open, collaborative approach.

1. Defining or redefining mission and values
2. Articulating a brand story and positioning
3. Developing a visual identity

I think we've got a pretty good handle on (1) at this point. Over in gratipay/gratipay.com#3665 we're talking about (3) (with #298 en route). What is (2) about? What can we learn from this series about (2) and (3)?