Hi Matthew!
Ah, yes. The before actually designing phase :)
I think it's important to take the brand or product's personality and point of view into account. That's something that should be reflected in the design of any new project. Establishing what the point of view is, and some general guidelines of how that should get across, helps you evaluate design decisions along the way.
Also the goals of the project from the audience's perspective. What is the main thing that a person needs or wants to accomplish on this site or in this app? Knowing that helps to keep the design focused and help you prioritize where the the design efforts should go.