Portal

Step 1 of 3

Brand Details

Age of Business

Size of Business

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Website

Which social media platforms are you *actively* on?

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Address Line 1

Address Line 2

City

State

ZIP

Back Next: Niche

Step 1 of 3

Niche

What ties you and this audience together? Consider the following ways you might be niche:

Do you share an Industry?
i.e. Healthcare, Education, Legal...

Do you share a Passion?
i.e. A hobby, interest, lifestyle, community

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What makes you stand out to these folx? Consider the following ways you might be niche:

Are you trained or certified in a specific Technology?

i.e. SHRM-Certified, CFRE

What about Methodology? Is the way you work unique or unorthodox?

Back Next: Audience

Step 1 of 2

Audience

Who is your brand for?

Let's begin by segmenting your audience into three groups. Record a few characteristics for each - who are your people?

Primary Audience

People you often interact with

Secondary Audience

People you sometimes interact with

Tertiary Audience

People who you rarely interact with

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Wear Their Shoes

Time to walk a mile in your Primary Audience's shoes. Start with the first category and let it inform the second one - this is easier than you might think!

Write down a few ideas for each of the four categories below.

1. pain points

What's really bothering them?

2. Needs

What do they need to solve each pain point?

3. Fears

If their needs aren't met, what might happen?

4. Dreams

If their needs are met + exceeded, what might happen?

Back Next: Competitors

Step 1 of 1

Competitors

Who's recognized alongside you?

Competitors can also be thought of as Industry Peers and Partners.
‍
Consider and record your top 3 competitors and provide supporting details.

Competitor #1

Brand Name

Brand Link

How are you similar?

How are you different?

Competitor #2

Brand Name

Brand Link

How are you similar?

How are you different?

Competitor #3

Brand Name

Brand Link

How are you similar?

How are you different?

Back Next: Reflection

Step 1 of 4

Reflection

The final, and most important, ingredient in a brand is you.

Your unique traits, approaches, beliefs, methods, and messages are your brand as much as your brand is an answer to your audience's current and painful problems or a competitive, creative, solution. Identity work is best when it includes self-reflection and thoughtful consideration. Read your instuctions, then move forward.

Instructions:

Solo

Take each question one by one, and answer the easiest one first. Take as long as you need, there's no time limit or word count you need to hit. The goal is to see your brand differently, intentionally.

Small Teams

Give each person on your team space to answer one question thoughtfully and then listen to each others answers, letting discussion happen.

Large Teams

Larger teams can split this up into smaller groups, 1:1 pairs, or go by department. Cascade those stories up, bringing them to the top of the organizational chart, and record a few or all of them here:

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Share a story or two

What's one of your favorite memories of your brand?
What about the brand lights you up when you think about it?
What do you like about your job?
Why do choose to keep doing this work?

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Summary

Let's recap it all here.

Simple is better. Don't overthink this. Answer each question instinctively.

Who are we?

Why do we exist?

Why does it matter?

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Brand Foundations

SECTIONS

Brand Details

Niche

Audience

Competitors

Reflection

Summary

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