Describe your business. Is there a story about how your
business came about?
Outline the products or services your business offers.
What are the unique selling points and features of your
business and offering?
You core, main customer that will make up the bulk of
your business. Give an idea of who they are - age, social
demographics, interests, location etc.
Do you have any stats on which platforms or devices your audience engages with your brand and your website on?
What are they doing well and not so well?
Define where you see your business positioned in the
market. Which competitors would you be happy to
sit alongside? Think about your offering in terms of
pricing, quality and service.
Who’s branding or website do you like and dislike? List some of
your aesthetic preferences (colours, fonts, things you
want to avoid etc).
Define the style you’d like to be consistent across your
business. What feelings do you want your business to
Who is your business speaking to? What are your key
buzzwords and tone of voice?