If you went about building your brand in the correct way, you more than likely will have several directions for your messaging and marketing campaigns. This pre-production phase done during the branding process is a lifesaver for building out consistent messaging in all your marketing as well as a unified visual communication that your audience will grow to trust.
There is a saying in graphic design that form follows function. What this means is that until you fully understand the function and purpose of the piece you are designing, you can’t make educated decisions on how to direct the viewers attention. Why would you choose the color purple for your restaurant when the color purple is one of the most unappetizing colors? Why would you place the call to action at the top of your landing page website, when there is no button or action to be taken in that part of the page?