Creation of a brand

1. From which country does your brand originate?

2. What makes this important? How does this contribute to the brand’s value?

3. What is the brand’s value proposition?

a. Brand Value Proposition is a business or marketing statement that summarizes why a consumer should buy a product or use a service. This statement should convince a potential consumer that one particular product or service will add more value or better solve a problem than other similar offerings.

4. What is your brand’s strategy?

5. In what specific category will your brand compete?

a. how defined

6. Who is the target audience?

a. Demographics, psychographics. Primary audience,

7. secondary audience(s).

a. Create a persona of your ideal target customer.

8. What is your brand’s name?

a. Naming rationale

9. How much will it cost?

a. Pricing strategy.

10. What is its brand positioning?

a. What are the reasons to believe its brand positioning?

11. With which other brands does your brand directly compete?

a. The competitive set.

12. What is your brand’s key competitive differentiation?

13. What makes it unique? Special features or attributes.

14. What emotional benefits are associated with your brand?

15. What is your brand’s personality?

a. What’s is your brand’s identifiable DNA? The characteristics that are core to your brand, without which your brand would not be itself.

16. What is your brand’s story? The narrative that describes the creation, inspiration, and sustaining value of your brand.

17. What are your brand’s style guidelines?

a. Color palate

b. Graphic style

c. Mood board

18. If your brand were to hire one person to represent the brand in advertising who would that be?

a. Rationale/fit with target customers

19. What experiential mode does your brand express?

a. Sense, feel, think, act, relate.

20. Does your brand relate to the “heart” or to the “head”? Why?

21. What plan do you have to sustain your brand long term?

22. What is your brand’s advertising campaign main idea?

23. What is the campaign tagline?

24. What are any special features of your brand?

a. E.g. social impact, key sponsorships, celebrity endorsements, high profile founder...