Name
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First Name
Last Name
Email
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Why did you start your business?
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What made you interested in going down this path?
How has your business changed since you first started? Alternatively, how can you see your business changing and growing in the future?
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What shifts or growing pains have you been through?
What's the meaning behind your business name?
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(If any)
What would you say is the main purpose behind your business? What do you want to be known for?
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This could be a specific type of product or service. But you may also want to be known for the brand culture that your business creates or the values that you stand for.
What are the core values that drive your business?
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Choose all that apply.
If your brand were a person, how would you describe their personality?
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These might be similar to your brand values, but think more about how you want your brand to be perceived by your audience. What words do you want them to associate with your business?
What words do you not want people to associate with your brand?
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How would you describe your ideal customer/client?
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Think beyond just demographics like their gender, age and occupation. What is their personality like? Think about what kind of music they listen to, clothes they wear, TV shows they watch.
What are they struggling with? What problem are they facing that leads them to your brand?
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Why is that problem important to them? How does it affect their life?
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How does your business help them solve that problem?
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What are their values? What do they care about?
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These may be similar to your own brand values, but it's also ok if they are a little different.
What do you think draws them to your brand? Why do they choose you over someone else?
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Is there a type of customer/client that you don’t want to attract? If so, why?
Who do you consider to be your competition in your industry? Try to list at least 3 competitors.
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Next to each competitor, give their website and write out what you think are their strengths and weaknesses within your industry. Think about the product/service that they offer, how they present themselves, their branding, etc.
Have you noticed any common themes or trends for how brands in your industry present themselves?
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This might be the style of logos that people use, color palettes, photography styles, tone of voice, etc. Take a step back to observe if any of your competitors are doing similar things and ask yourself, "Is there a good reason why everyone is doing things this way? Or is it something that can be approached differently in order to break up the repetitiveness of the industry?"
Where do you think you fall within your industry? What makes you different from everyone else?
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Are there any brands that you aspire to be like?
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This can be in any industry! Think about brands that you admire and why. Is it the design style of their branding? Is it their brand personality? Their tone of voice? Is it the values behind their business? Or is it simply the brand culture and connection that they have with their audience?
Please provide any additional thoughts that you would like to share.
Communicate any color or design preferences or aversions here
