Brand Strategy Questionnaire

Before we begin

Your details

Just a few contact details so I know who to follow up with.

1. Your name

2. Business name

3. Email address

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Section 1 of 5

The business

Let's start with the fundamentals — what you do, who you serve, and why you exist.

1. Describe your business in plain language. What do you do, and for whom?

2. How did the business come about? What's the origin story?

3. What problem do you solve for your clients? What would their situation look like without you?

4. How do you generate revenue? (products, services, retainers, subscriptions, etc.)

5. How long has the business been operating?

Just starting out

Under 2 years

2–5 years

5–10 years

10+ years

6. Approximate annual revenue (optional)

Under $100k

$100k–$500k

$500k–$2M

$2M+

Prefer not to say

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Section 2 of 5

Your audience

Understanding exactly who you're talking to is the cornerstone of every brand decision.

1. Who is your ideal client? Describe them — industry, size, role, mindset, values.

2. Who is your least ideal client? (This is equally useful.)

3. What does your audience care about most when choosing a provider like you?

4. Where do your best clients typically come from?

Word of mouth / referrals

Google / search

Social media

Networking / events

Partnerships

Other

5. Anything else you'd like to share about your audience or their journey to you?

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Section 3 of 5

Positioning

Where you sit in the market — and how clearly that comes through to the people who matter.

1. Who are your main competitors? What do they do well, and where do they fall short?

2. What makes you genuinely different? Why should someone choose you over the alternatives?

3. How do you want to be positioned in the market?

Premium / luxury

Accessible / value

Deep specialist

Full-service

Boutique / independent

Disruptive / challenger

4. If a happy client described you to a colleague in one sentence, what would you want them to say?

5. What is your current biggest positioning challenge?

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Section 4 of 5

Personality & voice

Your brand has a character. Let's make sure it's deliberate.

1. If your brand were a person, how would you describe them? List 3–5 traits.

2. What tone do you want in your communications?

Formal / authoritative

Conversational / approachable

Bold / provocative

Warm / empathetic

Understated / minimal

Witty / playful

3. List 3–5 brands you admire (in any industry). What do they do that resonates with you?

4. Are there brand styles, tones, or aesthetics you definitely want to avoid?

5. How would you describe your current brand personality — honestly?

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Section 5 of 5

Vision & goals

Where you're headed — and what a successful outcome from this engagement looks like.

1. What does success look like for your business in 2–3 years? What would have changed?

2. What is the primary goal of this brand project?

Build brand from scratch

Refresh / modernise

Reposition in market

Increase visibility

Launch new product / service

Attract better-fit clients

3. What's the one thing about your current brand that frustrates you most?

5. Anything else we should know before we begin?

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Thanks — all done.

Your answers have given me a strong foundation to begin with. I will review everything here and I might follow-up with a few questions. Either way, I'll be in touch soon. Cheers.