Getting to know
your brand before we build it together.

What is the name of your brand or project? Does it carry a meaning for you?

In one sentence, what does your brand do? In two sentences, why does it matter?

Don't think about copy yet — think about the truth of what you do.

What is the real problem you solve? What happens if your brand doesn't exist?

What are your brand's 3 non-negotiable values?

Not the ones that sound good — the ones that guide every difficult decision.

If your brand were a person, how would they walk into a room? Five traits.

Energy, presence, how they speak, how they dress, how they listen.

Describe your ideal client as a real person. Give them a name, an age — what do they do on a Tuesday at 8am?

One concrete archetype is worth more than three generic segments.

What does your ideal client deeply desire — beyond the product or service they'll buy?

The underlying drive: belonging, recognition, transformation, safety, freedom, legacy...

What fear or friction stops them before committing? What doubt do they carry about you or your category?

Who is your brand not for? What kind of person or business should look elsewhere?

Defining the edges of your audience is also positioning.

Name 3 competitors or references in your space. What do they do well? What do they miss?

What does your brand do differently? What territory does no one else hold today?

What stage is your brand at right now?

Name 3 brands — from any industry — whose visual identity makes you feel something. What does it evoke?

A hotel, a perfume house, a publisher, a car brand. Any category counts.

Are there colors you're drawn to? Colors you'd never use?

Place your brand on these axes — choose what feels true, not aspirational.

What touchpoints does your brand need? Select all that apply.

How does your brand speak to its audience? What register — formal, intimate, authoritative, conversational?

Choose 3 adjectives that define your brand's tone — and 3 it would never be.

Are there words, phrases, or expressions your brand would never use?

What language(s) does your brand communicate in? Is there an intentional mix?

What is the primary goal of the website? What must happen when someone arrives?

Which platforms does your brand use or plan to use?

Are there websites you admire? What specifically do you respond to in each one?

What are your deadlines? Are there key dates driving this?

Is there anything about your brand, your story, or your vision that didn't fit in any previous question?

What outcome from this process would make you say — that was exactly what I needed?