The name your customers will know you by.

Describe what you do in 2-3 clear sentences. No jargon.

The sector or category you operate in.

Local, regional, national, or global? Are there specific markets?

How do you generate revenue? Be specific.

Be specific. Avoid 'everyone' or broad categories. Who is the primary buyer.

Age range, role/title, income level, context -- whatever's relevant.

What's the core problem you solve? What were they putting up with before?

What do they currently use instead of you -- tools, agencies, workarounds, nothing?

When things go right for them, what does that look like?

Name 2-5 direct competitors. Include the obvious ones even if you think you're different.

Not features -- genuine strategic or experiences differences.

Be honest here. What do they actually do well?

Where do competitors consistently let customers down?

The thing you have that's hard to replicate. Be ruthlessly honest.

Choose 4–6 adjectives. Be specific — not 'innovative' or 'professional', but 'incisive', 'unhurried', 'quietly confident'.

How should your brand feel when someone reads your copy, sees your content, or talks to your team?

From any industry. What do you admire about them specifically?

What traits, tones, or associations must your brand avoid?

Where on the spectrum does your brand sit?

Be ambitious but grounded. What does this business look like in 3 years?

Not the business metrics — what does success feel like for you personally?

The single biggest friction point. Don't list everything — name the one.

What does the brand need to do for the business? Check all that apply.