PART THREE: VISION & CURRENT BRANDING

In this third section (part three) we’ll have you answer 13 questions pertaining to your vision and your current branding.

1. OUT OF THESE TWO OPTIONS, WHICH IS MORE IMPORTANT OF A CONSIDERATION FOR YOU WHEN CONVEYING YOUR BRAND: 1) MY BUYER'S PERCEPTION OF MY BRAND or 2) MY VIEWING (OR LIVE) AUDIENCE'S PERCEPTION OF MY BRAND? This is not a right or wrong answer. It will allow us to evaluate your brand direction more carefully).

2. WHAT MOTIVATES YOU TO SUCCEED? Fame, money, applause? What is it that gives you the drive?

3. WHAT IS YOUR MISSION STATEMENT? What do you stand for? Or even better, what do you stand against? This does not need to be a perfected written mission statement, just an outline.

4. IF YOU HAVE ONE, WHAT IS YOUR PRIMARY BRAND TAGLINE? WHAT PROMISE DOES YOUR BRAND CLAIM? Examples: Apple says "Think Different", Dollar Shave Club says "Shave Time. Shave Money", and BMW reminds us it's "The Ultimate Driving Machine."

5. DO YOU HAVE AN EXISTING BRAND IDENTITY, PERTAINING TO THE MARKET YOU ARE IN RIGHT NOW?

6. IF MODIFYING OR REDESIGNING YOUR LOOK WHAT IS THE REASON FOR DOING SO?

7. IF YOU HAVE AN EXISTING BRAND (LOGO) WHY DOES YOUR CURRENT BRANDING USE THOSE COLORS, FONTS, ETC.? Not Surprising, many people say it’s their favorite (fonts & colors have meaning).

8. IF YOU HAVE AN EXISTING BRAND (LOGO) WHAT DO YOU LIKE OR DISLIKE ABOUT IT?

9. DESCRIBE WHAT YOU FEEL WHEN YOU LOOK AT YOUR CURRENT BRANDING?

10. WHAT DO YOU WANT YOUR BUYER TO FEEL WITH YOUR BRANDING?

11. WHAT DO YOU WANT YOUR VIEWING AUDIENCE OR FANS TO FEEL WITH YOUR BRANDING?

12. WOULD YOU RATHER CONVEY A HIGH END FEEL OR A COST EFFECTIVE FEEL TO YOUR BUYER? Consider your ideal buyer when answering this.

13. ARE YOU TRYING TO CONVEY A FRIENDLIER FEEL OR MORE CORPORATE FEEL?

Your Name

The Brand Planner – Part 3

PART THREE: VISION & CURRENT BRANDING