Name First Name Last Name Email What is the full name of your business? Where does the name come from & what does it mean to you? What business are you in? Describe your product(s) or service(s) What is your vision for your company (what are you trying to accomplish)? What is your mission (what effect do you want to have on your customers/community)? What are some of your business values (what is important to you)? Why was your company created? How do you measure success? Who is/are your customer(s)? If you were to group your customers into the fewest number of groups possible what would those groups be? What 5 words best describe your business? If your new customer walked away remembering just one of the above words which one would you want it to be? How do you currently communicate with established customers (people who have already bought something)? How do you currently market your products and/or services? Who is your competition? What makes you different/unique/special? What are some trends or changes that are affecting your industry? What are some of the misconceptions of who/what you are? What are some of the challenges in expressing your brand? What is the average lifecycle of a customer (how long are they engaged/participating/spending money with your brand)? What does your business look like in 12 months? What does your business look like in 5 years? Where does your business have the most growth potential (goods, services, territory, new audience, etc)? When someone experiences your brand, how do you want them to feel? What role(s) do you expect your website to play in the lifecycle of a customer? What brands (auto, clothing, food, household goods, personalities, airlines, apparel, service based, etc.) do you feel share similar traits, goals, mission, style, personality, vibe with your brand? What website(s) or URL(s) are you using for your brand or promotionally? What social media platforms are you currently using? Facebook Instagram Twitter Youtube LinkedIn Do you have any brand partners and if yes who are they? If yes to the above. What role(s) do your brand partners play? What keeps you up at night? Anything else you would like us to know about you and/or your business? BRAND PERSONALITY Word Selection INSTRUCTIONS: Select ten items that BEST DESCRIBE what your brand personality SHOULD BE (not what it currently is). Resist thinking of terms that are not listed here. If there are some that you think so perfectly characterize our personality, go ahead and write them down and we can discuss them later. family-oriented small-town conventional blue-collar all-American sincere real ethical thoughtful caring original genuine ageless classic old-fashioned sentimental friendly warm happy trendy exciting off-beat flashy provocative cool young lively outgoing adventurous unique humorous surprising artistic Word Deletion INSTRUCTIONS: Select ten items that LEAST DESCRIBE what your brand personality SHOULD BE (not what it currently is). Resist thinking of terms that are not listed here. family-oriented small-town conventional blue-collar all-American sincere real ethical thoughtful caring original genuine ageless classic old-fashioned sentimental friendly warm happy trendy exciting off-beat flashy provocative cool young lively outgoing adventurous unique humorous surprising artistic fun independent contemporary innovative aggressive hardworking secure efficient trustworthy careful technical corporate serious leader confident influential glamorous good-looking pretentious sophisticated feminine smooth sexy gentle masculine Western active athletic rugged strong no-nonsense If my company/product was an beverage it would be: Instructions: This is an emotional reaction exercise, so don’t over think it and have fun! If my company/product was a music style it would be: If my company/product was a book it would be: If my company/product was a sport would be: If my company/product was an animal it would be: If my company/product was a food it would be: If my company/product was a movie it would be: If my company/product was a vehicle brand it would be: If my company/product was a city it would be: If my company/product was a clothing brand it would be: If my company/product was a color it would be: If my company/product was an airline it would be: Personality Traits If your brand was a person what personality qualities would they have? Select one from each line below: Man Woman Neither Old Young Middle-Aged Muscular Thin Average Genius Average Street-Smart Attractive Nondescript Unattractive College Educated Self-Taught Blue Collar Funny Serious Little of both Life of the party Pleasant Wallflower Formal Business Casual Weekend Wear Cheerleader Quarterback Coach High-Tech Low-Tech Homemade Beach Lake River Pine Lemon Floral Small Medium Large Round Square Triangle Smooth Rough Fuzzy New York Los Angeles Seattle Thank you! Brand Kick-Off
