REMOVING confusion around the club's home base will be a key priority for St Kilda this season as it looks to resolve a number of issues that have damaged its brand in recent years.

The Saints will start their home and away season on Sunday against Greater Western Sydney without confirming where their long-term home base will be.

But CEO Matt Finnis said they would announce in the next few months if a refurbished Moorabbin or Junction Oval will house their main base.

"We absolutely expect we'll be in a position this season to be able to provide greater clarity for our members around the long-term home for our club," Finnis told AFL.com.au.

"It takes a lot of work and it's about making the right decision, not the quickest decision, but we understand its importance and providing clarity is really important to allow people to invest in our footy club.

"It's hard to put a timeframe on it but it's something that's at the highest priority."

Earlier this month, Finnis refused to rule out Junction Oval as an option despite Victorian premier Daniel Andrews refusing to endorse a proposed joint project between cricket and football.

After admitting some recent failings such as ill discipline, poor decision-making and how the move to Seaford "closed itself off from its people", the Saints have announced the new brand, entitled "How I Want To Be".

In a briefing on Monday, they detailed a number of focuses including the "confused narrative" around where they would be based.

The Saints have set themselves the goals of 32,000 members by the end of the season and an average attendance of 25,000 at home games.

They're also aiming to develop their New Zealand strategy further and confirm two co-major sponsors by 2016.

Their commitment to restoring Moorabbin has continued with the Saints holding an open training session at the venue a few weeks ago.

Finnis said prioritising members and restoring the social club were also on the agenda.

"We continue to maintain a social club at Moorabbin and a lot of people might not even know that," he said.

"What we do know is that the ground is in a state of disrepair that needs immediate work and attention.

"It's about a museum and a home where people can come and learn about our story, it's a retail facility, it's a social club and café.

"We want Moorabbin to be a vibrant place that can grow with the reinvigoration of that broader precinct from the Moorabbin junction from the train station right down to the development of the hospital nearby.

"There's opportunities for us to grow with the community in that area."

The Saints will meet with the AFL this week to further develop their ambition to host a pride match for premiership points in 2016.

After sending a member of the club's executive – general manager of customer and community, Lisa Laing – to the recent NAB Challenge pride game held at Sydney's Drummoyne Oval, the Saints are ready to move forward with the plan.

"We liked what we saw in terms of being able to engage with the community and take a leadership role in promoting the pride message and that everyone belongs at the footy," Finnis said.

The Saints are planning on having a presence at the second Pride Cup held in the Yarra Valley Mountain District Football League this season.

Finnis said the "How I Want To Be" mentality was designed to allow all types of fans to feel pride and ownership of an inclusive club, which was on a "positive journey" headed by young talent like Paddy McCartin, Jack Billings and Luke Dunstan.

"The brand for us is about tapping into an attitude which we believe people recognise around our footy club in the sense that it's born out of a place that's an eclectic melting pot on the edge of footy's capital," he said.

"People come to St Kilda to be who they want to be.

"It's a really grounded aspirational attitude that we want to represent in footy.

"We want to represent this spirit and never as much as now does footy need that."

Twitter: @AFL_JenPhelan