Branding

Discovery Questions (Ask First)

• What does the product/service actually do? In one sentence.
• Who is the specific customer? Job title, situation, pain.
• What alternatives exist? Direct competitors, indirect solutions, doing nothing.
• Why would someone choose this over alternatives? The real reason.
• What words should customers use to describe you? Pick 3-5.
• What words should they NOT use? 3-5 anti-traits.

Positioning Statement (Produce This)

Fill in and refine until crisp: "For [specific audience] who [specific need], [brand] is the [category] that [unique benefit] because [reason to believe]."

Test: Can you say it out loud without cringing? Would customer nod in recognition?

Brand Voice (Define Precisely)