Branding
Brand before media
Paid attention on an unfinished identity is expensive noise. Sequence matters.
Media multiplies whatever already exists. If the identity is vague, ads make the vagueness famous. If the website cannot convert, traffic becomes a more expensive way to stall.
Brand strategy and identity come first because they decide what the company is allowed to look like, sound like, and promise. English and Spanish, where the market requires it. Then the website. Then the campaigns.
MelGroup will not pretend that a logo file is a brand, or that a content calendar is strategy. Sequence is the discipline.