What is your Brand's Name?

Spelled out exactly as you'd like it to appear in your logo.

Is there a unique name or story behind that name?

How and when did you start this business?

What is the Brand Mission?

Your Mission Statement is WHO you are, WHAT you do, WHO you help and HOW you help them in 2-3 sentences. Feel free to start with My/Our mission is...

What is the Brand's Vision?

A vision statement gives your business a sense of direction, sets your beliefs. What are your manifesto statements? What do you believe all your clients/customers deserve? What basic human emotions do you appeal to?

Who is the Brand’s ideal client (basic description of the demographic you serve)?

Usually includes gender, age, socio-economic status, pain point.

Can you give an ideal client avatar?

(Create a persona with name, age, profession, likes/dislikes of a person who would buy/use your product/service)

Are there brand extensions? Please explain.

An example of a brand extension would be a Personal Trainer who also runs a fitness Challenge, or an Interior Designer who also has a retail store. Under your brand’s umbrella, what parts and pieces are there?

What adjectives do you want people to associate with your brand?

If it is easier, start with adjectives that describe how someone feels before/during/after your service/product.

What kind of supporting visuals will your brand need?

(i.e. ads, social graphics, blog graphics?) *

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