Brand Questionnaire

2. Basic Brand Information
Please list all products/services you offer. If you plan to introduce a new product/service soon, please note that here.

What are some of the specifics of your business as it relates to client acquisition, marketing, etc? What are some things we have to be careful with (if any) when we consider marketing strategies? What are some things we can’t say?
General points of differentiation
What is different about your service or brand vs other similar services/companies?
USPs
If you have Unique Selling Propositions (USPs) in mind, please list them here.
Brand origin story
How did you start your brand? What is the story that is unique to your brand?
Brand perception
How do want your customers to perceive your brand?
Brand character traits
If your brand were an individual person, how would you describe your vision for its character? (Name the character traits, concepts, ideas here).
Brand look/feel
Share 5 specific adjectives or words that best describe your ideal brand look/feel.
Brand Terminology
Please list your brand terminology (terms you use at work every day, terms unique to your brand, terms unique to your service).
How would you describe your brand's voice?
Please list 5 specific adjectives or words that best describe your brand's voice (e.g. professional, casual, authoritative).
Are there key taglines or slogans currently in use?
Are there any specific words or phrases you want to avoid?

3. Brand Core
Your brand philosophy reflects what you believe about the work you do. You may have formulated brand values or philosophy in the past. If so, please paste them in the boxes below. If you haven't, here are a few prompts:

1. What is important to you as a brand in how you deal with customers? What are service standards you live by?

2. Think about one of the pain points your customers have. How should they be thinking about it differently? Is there a better way to approach solutions that they just aren't aware of?

3. Is there a step in your process or a unique aspect of your approach that challenges how something has been done traditionally?

4. What beliefs or core values drive the work you do?
Brand Values
Please add a minimum of 3 brand values/beliefs/philosophy statements
Please write up what you stand against. Is there something you dislike about your industry?
Please add a minimum of 3 brand values/beliefs/philosophy statements
Customer outcomes
Please write up what outcomes you hope to provide to your customers. (Think big picture benefits).
Mission
Vision
Please lay out your vision. What does success look like to you?
Onboarding and process
What kind of service can customers expect when they start a relationship with you? Is there a specific onboarding process, customer service, etc?

You vs. competition
Competitors
{lease list 5-7 competitors
Competitive advantages
What competitive advantages do you think you have?
What are your competitors doing well?
If there was only one reason for your customers to choose you over competition, what would it be?
What kind of service can customers expect when they start a relationship with you? Is there a specific onboarding process, customer service, etc?

Client Questionnaire