What does your company do?
You have created a product or service of some sort -- what specifically does it do/offer?
How old is your company?
More than 50 years old? Started up a few month ago?
Please describe your business in one sentence?
Example: We make great hiking shoes for families and professional hikers. / We will teach you how to defend yourself with anything that you find.
Please describe your business in two words?
Example: Hiking shoes. / Self-defense.
Please describe your business in one word?
Example: Hiking / Defense
How did you start the company?
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.
Is there a story unique to your company?
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.
What is the personality you would like to convey?
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.
If your company/brand were an object what would it be?
Example: I don't know, maybe a compass. Hmm, that egg protecting carton.
Is there an important object, building or person for your business?
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.
What do your wear to work?
Example: Jeans and t-shirt / Traditional black dress with a wide red belt.
Who is your target audience? Whom are we talking to?
Age, race, gender, income level, etc.
What do they currently think?
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?
What would you like them to think or do?
A sentence written from the consumer perspective, encapsulating the one thought we want the consumer to have about our product or service.
What aspect of your image needs improvement? (if any)
Example: People think we are old school. / We are seen to be semi professional.
How do you want your image to be seen in two years?
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
Who are your competitors?
A clear, crisp statement of the arena in which your product will do battle for the prospects attention/retention/behavior.
Do you have a design or theme in mind?
Do you have an intended color scheme, theme, or visual direction in mind for your logo? Please be as specific as possible.
Are there any mandatory items for inclusion?
Pertinent information that must be included such as logos, existing slogan, etc.
