NameWhat is your full legal business name?What name does your business/brand go by?What type of product or service will your business provide?PURPOSE: Why should the brand exist?Example: IKEA – To create a better everyday life for the many people.VISION: What future do we want to help create? What does the future look like for the brand?Example: Uber – Smarter transportation with fewer cars and greater access. Transportation that’s safer, cheaper, and more reliable; transportation that creates more job opportunities and higher income for drivers.MISSION: What is the brand here to do? How can we create that future?Example: JetBlue – To inspire humanity—both in the air and on the ground. We are committed to giving back in meaningful ways in the communities we serve and to inspire others to do the same.VALUES: How will we conduct ourselves in support and pursuit of our mission, vision, and purpose? (Write 3-5)Example: Whole Foods – We Satisfy and Delight Our Customers. We strive to meet or exceed their expectations on every shopping experience.Who are our competitors?List 2-3 companies you consider as competitors or aligned with your business.Who are our customers/clients/audience?Briefly describe your ideal audience. What do they like? Where do they live?Who solution do we provide customers? and why is our approach unique?Briefly describe why someone would by your product or service instead of a competitors?When people interact with our brand, how do we want them to feel?Example: A security company that wants to be perceived as a trusted protector would use a confident and reassuring voice.What adjectives would we use to describe the brand?Example: Choose 3-5 adjectives. For example, a toy brand might describe themselves as playful, silly, and adventurous.Who do we NOT want to be/what do we want to avoid?Example: Identify buzzwords you dislike, phrases to avoid, etcWhat colors come to mind when we think about this business?cool tones? warm tones? neutral? Other?What are other brands with a look and voice that we love?Example: Don’t emulate them directly, but identify how and why their voice resonates with you. (Can be in any industry and unrelated to your business)Send Message
