How would you lead this company rebranding exercise?

I have been hired as a consultant to work on the overall marketing strategy. One such area is to rewrite and reimage the copy for the website. The overall idea is larger than that, of course, so I am going to start from the ground up.

I am meeting with the staff in pairs (it’s a small tech start-up, around 10 people), and will be asking them about their perspectives on the company, etc. I’ve asked each to come prepared a 1 line description of what the company does (something we are working on expressing cogently and succinctly).

After I meet with the staff, I am going to compile the information and then meet with the CEO & COO (perhaps independently, perhaps not – not sure yet).

Any advice on all of this – the way to run meetings, brainstorming sessions, etc.? If you need more info – holler.