Brand Essentials Worksheet by Maya Frost Lyon

BRAND ESSENTIALS WORKSHEET

Discover your brand personality Remember that game we all used to play… what sort of animal would you be? A dog/cat/horse… and why. Well, this is sort of like that - don’t take too long to plot where you sit - unleash the brand personality genie out of the bottle!

X marks the spot Here we have a list of words to describe your brand, your job is to mark where on the spectrum you think your brand is. To form a clear brand personality, try to stay away from the middle section as much as possible - enjoy!

This brand personality spectrum will identify what sort of brand personality your business has, providing a clear vision of how it should look and feel. Understanding your brand will give valuable insight for all your marketing communications.

BRAND PERSONALITY SPECTRUM Tech savvy & futuristic

Classic & traditional

Informal & friendly

Formal and corporate

Fun & cheerful

Plain-spoken & serious

Belonging & membership

Totally exclusive

Influencer & inspiring

Educational

New kid on the block

Established

Quirky & creative

Stylish & sophisticated

Laid back & cool

To the left? If you tend to be leaning towards the left your brand personality is full of energy, full steam ahead, and less traditional. Your communication style is more relaxed and contemporary, inviting people to sample your brand personality - come join the fun! Light-hearted and friendly, more playful with a sense of adventure.

Durable & solid

All over the show? That’s ok… you really are unique! Let Project Market define your brand personality.

To the right? Leaning to the right reveals a more conservative approach to business, less risk - more planning and organisation. The essence of your brand is professional and practical, providing an air of distinction. Communication for this brand is sophisticated, satisfying even the most intellectual clients. 1/4

BRAND ESSENTIALS WORKSHEET

Define your brand goals A brand isn’t just what you look like. It’s who you are and what you do. When you define your brand goals you create a clear vision and strategy to follow.

Reach for those stars!

“Everyone needs something to aim for. You can call it a challenge, or you can call it a goal. It was challenges that took us from being cavemen to reaching for the stars” - Richard Branson -

What do you want your brand to achieve?

What length of time do you expect your brand to last?

Who is your ideal target audience, and how will you reach them?

What problems does your ideal market have, and how will you solve them?

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BRAND ESSENTIALS WORKSHEET

Know your vision What you see, you achieve! Your vision should be short and sweet, (and of course inspiring). Run through these questions and give one or two word answers - don’t overcomplicate it!

“I just want The Body Shop to be the best, most breathlessly exciting company - and one that changes the way business is carried out. That is my vision.” - Anita Roddick – Human Rights Activist & Body Shop Founder

What makes you and your product/service special?

What gives you and your product/service a competitive edge?

How do others describe your product/service?

Start your mission Your mission is your purpose or the values you hold in your business. Give us insight into not just what you do but who you are and how you do it.

Why do people come to you over competitors for a great product or service?

What are your business values?

Our mission statement is simple, yet the foundation of everything we do here at Virgin Atlantic Airways... to embrace the human spirit and let it fly. - Virgin Atlantics Mission Statement -

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BRAND ESSENTIALS WORKSHEET

Find your essence Never underestimate the power of the senses - the feeling and emotions you get from smell, sight, hearing, taste and touch. This is how we experience life, business or pleasure. If you make the essence of your brand memorable in a good way, that in essence is success!

Use the senses to bring out the essence of your brand!

Virgin Airways “COOL” All Blacks “WINNERS” Air New Zealand “QUALITY”

In one word, what do you want your customers to think and feel about your brand?

Show & tell your position Showing and telling how your brand adds value is… highly valuable! Invest some time in telling and showing people your unique brand value.

What you would say, guarantee or promise if you were face to face with your ideal market?

“We constantly seek out wonderful natural ingredients from all four corners of the globe, and we bring you products bursting with effectiveness to enhance your natural beauty and express your unique personality. And whilst we’re doing this, we always strive to protect this beautiful planet and the people who depend on it. We don’t do it this way because it’s fashionable. We do it because, to us, it’s the only way.” - The Body Shop - Value Proposition -

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