Business name:

Business address:

Business email:

Website:

(If you have one)

http://

Do you have any favourite quotes that align with your brand?

YOUR WHY

Although it’s easy to think that the most important facet of selling our offerings is our offerings themselves, your clients are ultimately attracted to the why, the heart, behind what you have to offer. People don’t buy into what you do, as much as they buy into why you do it. Keeping this in mind, what would you say is the why behind your work? Why do you do the work that you do?

YOUR VISION

What is it about your why that keeps you excited, fired up and motivated?

What are your brand’s goals and why do those goals inspire you?

What impact do you hope to leave through your work?

YOUR MISSION

What mission does your brand seek to accomplish?

Thinking back to the vision you shared above, if your vision is the big picture dream that you’re chasing after, then your mission is how you’re making that happen! In your own words, how is your brand moving forward to achieve your vision?

Next up, let’s craft your mission statement. Think of this as an equation of... Who you are + What you do + Who it’s for + How it adds value.

YOUR VALUES

What matters to your brand and why? Which values would your brand not survive without, are crucial to the nature of your work, the experience you want to create, or the legacy you want to leave behind? List your top 3-4 brand values.

YOUR DIFFERENTIATORS

What talents or gifts do you have that you’re frequently receiving compliments over? These are the kinds of things your friends or colleagues are always bringing up because they admire these qualities of yours! Embrace those qualities as you fill out the prompts below. Remember! Your differentiators speak to who you are, not what you do.

What qualities do you want to be known for?

What skills come naturally to you?

What do you consider to be your biggest strengths?

If you could have your ideal client associate you with five specific skills, values or talents, what would they be?

YOUR AUDIENCE

Describe your dream client or customer.

a. What is their lifestyle like? b. What they do for a living? c. What are their brand-related habits? For example, if it's a wellness products brand, you might want to know what their health habits are.

How did they hear about your product/service?

Why did they buy from you?

(If they are clients or customers)

What do they hope happens after using your product/service? What are the main benefits that they are looking for?

What are the other brands and businesses where they buy similar products/services from?

YOUR BRAND MESSAGING

Your brand’s message is a combination of who you serve, what value you offer them, and how you can back up that value through tangible proof or an intentional promise. Consistently integrating this messaging throughout your copy online and through in-person conversations increases your ability to create trust and inspire your dream clients to connect with you. Using the following messaging formula, write out your own brand message statement to guide your marketing and copy in the future: (Your brand) offers (what you do and how it’s different) for (who you serve). I/we do this through a unique approach of (reasons why your ideal client should trust you). Here’s what that looks like in action: Serena is a holistic nutritionist who specializes in natural beauty, wellness, and lifestyle products for individuals and families who value health and wellness as part of a lifestyle. She chooses to focus on small-batch skincare and curated collections of natural and eco-friendly products that nourish the body, mind, and spirit. Her nourishing and sustainable products, desire to celebrate whole ingredients, and care and attention for each client she serves allows her clients to feel empowered, nourished, and make conscious choices for themselves, their families, and the planet. When we put all of that together, we’re left with this: Serena offers nourishing, sustainable, and natural beauty and wellness products for individuals and families who value health and wellness as part of a lifestyle. She does this through a unique approach that nourishes the body, mind, and spirit through small-batch skincare and curated collections of natural and eco-friendly products with a desire to celebrate whole ingredients and care and attention for each client she serves, allowing her clients to feel empowered, nourished, and make conscious choices for themselves, their families, and the planet.

Use the space below to finish this statement: (Your brand) offers (what you do + how it’s different) for (who you serve). I/we do this through a unique approach of (reasons why your ideal client should trust you).

YOUR BRAND TONE

What are 5 words that convey the attitude and style of your brand and the way you want your audience to feel when they land on your site? Be intentional with the deeper meaning of each word, and try not to use words that convey the same thing.

TONE BANK: alive, adventurous, approachable, airy, artistic, authoritative, beautiful, badass, bohemian, bold, breezy, bright, calm, casual, chic, classic, clean, coastal, colourful, comfortable, confident, conservative, cool, cozy, creative, cute, daring, dreamy, dynamic, earthy, eclectic, edgy, elegant, elevated, empowering, energetic, ethereal, extravagant, feminine, formal, fresh, friendly, fun, funky, genuine, glamorous, graphic, hand crafted, happy, historic, industrial, innovative, intellectual, intricate, inviting, lady like, laid back, loud, luxury, masculine, minimal, modern, neutral, nautical, nostalgic, optimistic, organic, outdoorsy, playful, polished, powerful, preppy, prestigious, professional, quirky, radiant, rebellious, refined, regal, relatable, relaxed, retro, rich, romantic, rustic, serene, serious, sexy, simple, sleek, spirited, soft, sophisticated, southern, soulful, sporty, strong, subtle, traditional, tribal, trusted, unexpected, urban, vibrant, vintage, warm, whimsical, youthful

YOUR BRAND COLOURS

What are your brand colours? If you’re not sure, pick 2-3 basic colours that you love and that you believe would work for your brand and appeal to your ideal audience.

EXAMPLE: Teal, Cream, Grey

YOUR DESIGN AESTHETICS

What style patterns do you prefer (watercolour, geometric, floral, sparkle, stripes, metallic, polka-dots, abstract, vintage, chalkboard, organic, wood, other)?

Please share at least 3 website links of brand/designs that you love.

Please share at least 3 website links of brand/designs that you think are weak or poorly executed.