Brand Strategy Worksheet

1. Purpose & story

• Why does your business exist, beyond making money? ____________________
• What changed for you or your founder that started this? ____________________
• What do you believe that competitors don't? ____________________

2. Audience

• Who is your ideal customer (be specific)? ____________________
• What problem are they trying to solve? ____________________
• What do they really want — the deeper outcome? ____________________
• What do they currently use instead of you? ____________________

3. Positioning

Fill in one sentence: "We help [audience] achieve [outcome] through [what you do], unlike [alternative], because [your difference]."

• Your positioning sentence: ____________________
• The one thing you want to be known for: ____________________

4. Personality & voice

• Three to five words that describe your brand's character: ____________________
• If your brand were a person, how would they speak? ____________________
• One thing your brand would never say: ____________________

5. Messaging

• Your tagline or one-liner: ____________________
• Your core value proposition: ____________________
• Three key messages that support it: ____________________

6. Proof

• Why should anyone believe you? (results, experience, guarantees): ____________________
• The strongest piece of proof you have right now: ____________________

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