What are 3 — 5 principles that your brand stands for?
What are 5 Unique Selling Propositions (USPs)?
What inspired you to start this business?
What specific problems are we solving for your consumer?
What are your customer’s motivations, pain points, and aspirations related to your product category?
List brands your target audience already uses or admires.
How do you make your customers feel?
Where will customers first encounter your brand (social, retail shelf, influencer, online)?
What are the most important customer touchpoints to invest in (packaging, website, social, retail, sampling)?
How do you want the customer journey to feel from discovery > trial > repeat purchase > advocacy?
Who/what do you consider your competition in the marketplace?
What do you like or dislike about them?
How are you different from your competition?
What brands do you or your target audience already use and admire and why?
What macro trends (health, sustainability, convenience, culture) are shaping your category?
Where is the white space in the market that you want to own?
What is your primary value proposition (in one succinct sentence)?
What 3 words do you want customers to associate with your brand?
What personality traits best describe your brand?
What personality traits best describe your brand?
If your brand were a person/celebrity, who would it be and why?
What are your brand’s emotional benefits (how should customers feel)?
Are there words, phrases, or taglines you’d like to use — or avoid?
Are there specific values or attributes you must always communicate in your messaging?
Do you have existing branding (logos, colors, visual elements)? If so, what do you like/dislike about it?
Are there brands whose visual identity you admire? (Provide examples.)
List any mandatory brand colors, symbols, fonts, or visual cues you wish to incorporate or exclude.
Are there design styles you are drawn to (minimalist, classic, bold, organic, futuristic, etc.)?
What visual feeling should your brand evoke?
What role does packaging play (education vs. fun vs. shelf impact)?
How important is portability and convenience in product design?
What do you want people to say when they hold/try your product for the first time?
Where do you want to sell first (DTC, retail, Amazon, gyms, cafés, etc.)?
What channels are most aligned with your audience?
How will you scale distribution over time?
What types of influencers, communities, or cultural partnerships align with your brand?
What types of influencers, communities, or cultural partnerships align with your brand?
Are there causes or movements you want to authentically connect with?
What are the biggest risks or barriers for your brand (consumer adoption, taste skepticism, education)?
What would make someone hesitate to try—or not buy again?
Is this a single-product brand or will you expand into a portfolio (flavors, formats, adjacent categories)?
How should the brand flex to allow future innovation?
What are the most important metrics of success in Year 1–2 (awareness, trial, repeat rate, social buzz, retail doors, sales velocity)?
How will you know the brand is “working”?
