1. Why are you doing this project? List top objectives.
2. What is the purpose of your organization and/or idea?
3. Who is your competition?
4. What is the timeframe for achieving your goals?
5. What does success look like for your organization?
6. What specific metrics define success?
7. What challenges are you currently facing?
8. What is your brands authority—endorsements, statistics, recognizable associations or anything else that would establish your credibility and trust with customers?
9. Who exactly is your ideal customer (the HERO)? What do they want? Any demographic information is helpful.
10. What is your customer's biggest problem (pain point) and how do you solve it?
11. Why will your customer choose your product or service over competitors?
12. Are there any audiences you aren't currently reaching that you would like to reach?
13. What does your customer want as it relates to your brand?
14. Can you clearly describe what makes your brand/idea unique and valuable?
15. What is your greatest weakness?
16. Do you have a clear Brand Belief (WHY) that guides everything you do? What is it?
17. Can you state your top-five brand attributes?
18. Do you currently communicate in a way that resonates with your audience and reflects your brand belief (are your customers brand evangelists)?
19. What other brands do you admire? Why?
20. What might get in the way of success?
21. What do you like about your current branding?
22. What don't you like about your current branding?
23. What's the story behind your current branding?
24. Are there any particular adjectives you want people to associate with your brand?
25. Where do you see your brand in 5 years?