You have created a product or service of some sort -- what specifically does it do/offer?
More than 50 years old? Started up a few month ago?
Example: We make great hiking shoes for families and professional hikers. / We will teach you how to defend yourself with anything that you find.
Example: Hiking shoes. / Self-defense.
Example: Hiking / Defense
Example: During WWII, my granddad was a scout in the Austrian Alps and had to climb 5 kilometers, up hill, every day. He perfected the army shoes for three years and after the war he founded our company. / We were always skinny when we were young and everybody made fun of us. Then my brother started to learn Kung Fu from a Singapore master and we became suddenly well respected and popular. A year later my little sister was mugged and ended up in wheel chair for two month because she couldn't defend herself. I felt horrible not being able to protect her, so I decided we were going to teach her and others self-defense, so such things wouldn't happen again.
Edmund Hillary, while conquering Mount Everest, wore a pair of shoes my granddad made in 1953. / One of our students became a police officer after she managed to kick a burglar out of a friend s house on a sleep over.
Imagine your business/product as a person. There is a large party and they walk into the room. Now describe them. Male/Female? Tall/Short? Pretty/Ugly? Quiet or loud? Does anyone recognize them? Are they James Bond or Rip Taylor? etc.) The more detail you can provide, the better.
Example: I don't know, maybe a compass. Hmm, that egg protecting carton.
Example: Camel / Tiger
Example: Our original factory in Graz is painted bright pink and people always joke about it. / We have Bruce Lee's nunchaku displayed at our training hall.
Example: Jeans and t-shirt / Traditional black dress with a wide red belt.
Age, race, gender, income level, etc.
In conjunction with what they do already. Is there a flaw, difficulty or roadblock that keeps them from purchasing or trying your product or service?
A sentence written from the consumer perspective, encapsulating the one thought we want the consumer to have about our product or service.
Example: People think we are old school. / We are seen to be semi professional.
Example: We want to be seen as a company with traditional values but using the latest technology and materials. / We need to be perceived as a professional organization you can trust with self-defense training
A clear, crisp statement of the arena in which your product will do battle for the prospects attention/retention/behavior.
Do you have an intended color scheme, theme, or visual direction in mind for your logo? Please be as specific as possible.
Pertinent information that must be included such as logos, existing slogan, etc.