I hate the word “brand” – but OK…
You might already have a ton of stuff. Even if you do, maybe you should start fresh – just to see what happens. Then you can compare and combine.
The key here is to find out what you like – and don’t like – and then reverse engineer that into something that you can actually explain clearly – and understand.
“Fun” is great. Now, what is fun? What is it exactly? And what is it absolutely not?
This might be a lot of time – and iteration and thinking – so plan on that! What you end up with – will do the heavy lifting when it comes to most decision-making going forward. If you skip it – then you’re just poking a ton of holes in your bucket for no good reason and everything going forward will be much more work and yield worse results.