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Subject

What is your business name?

Which Industry does your business belong to?

Brand Heart

Identify your purpose, vision, mission, and values to build a brand with a strong foundation.

Purpose (Why do we exist?)

Ex. Casper: We believe sleep is the superpower that charges everything people do.

Vision (What future do we want to help create? What does the future look like?)

Ex. Microsoft: Empower every person and every organization on the planet to achieve more.

Mission (What are we here to do? How do we create that future?)

Ex. Sweetgreen: To inspire healthier communities by connecting people to real food.

Values (How will we conduct ourselves in support and pursuit of our mission, vision, and purpose? List at least 3-5)

Ex. Whole Foods 1) We Satisfy And Delight Our Customers 2) We Promote Team Member Growth And Happiness 3) We Care About Our Communities And The Environment 4) We Practice Win-Win Partnerships With Our Suppliers

Competitive Analysis

Identify who you’re competing against so that you can better differentiate your brand.

List a competing brand

What are their strengths and weaknesses?

How are you similar to this brand?

How are you different to this brand?

Brand Messaging

Articulate your value prop, tagline, and messaging pillars to help us tell a consistent brand story.

Tagline (The big idea)

Ex. Blue Buffalo: “Love them like family. Feed them like family.” Your tagline is a short, snappy summation that combines both your brand positioning and value prop. Focus on emotion.

Value proposition (What you do)

Specify exactly how your brand solves a problem and, most importantly, why people should choose you.

Brand Messaging Pillars

Identify at least three selling points, as well as the talking points that support them. See an example of a selling point and the talking points below. Selling Point 1: Exceptional Quality 1a) All products are designed to last 1b) We source the finest materials 1c) We focus on timeless design

Brand Voice

Identify your brand voice to humanize your brand and communicate consistently through all content.

When people interact with our brand, how do we want them to feel?

For example, a security company that wants to be perceived as a trusted protector would use a confident and reassuring voice.

What is another brand with a voice we love?

Don’t emulate them directly, but identify how and why their voice resonates with you.

If our brand were a celebrity, who would we be?

For example, a hip luxury suit brand might describe themselves as George Clooney’s younger brother.

Who do we NOT want to be/what do we want to avoid?

Identify buzzwords you hate, phrases to avoid, etc

Who is your target audience?

Think about their age, sex, relationship status, job title, budget, hobbies, etc

Together, let's design an effective and comprehensive visual identity that communicates who you are.

Brand Strategy Questionnaire