SBMC - Brand Identity Worksheet
The second step in the marketing journey is clarifying your brand identity. This form will assist you to clarify your brand identity.
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Brand Identity
Your brand’s identity are the perceptions that clients and customers develop after interaction with your businesses services or products. The main components of your brand (name, logo, tone, tagline, typeface) reflect your company’s philosophy (your why?) and display the benefits and usefulness your products and services provide in your specific trade.
What is the full trade name of your business? (Not the legal name)
Business owner name and surname
Business owner contact details (email and phone number)
Consultant name and surname
Consultant contact details (email and phone number)
Brand Story
What's your brand's story? (How has your brand evolved over the years?)
When was the business established and why it was established?
Tell us a bit about the history and heritage of the business: where, how has the offering changed/not changed over time, how has it grown, etc.?
What is the golden thread that has run through the business from the beginning and is still important to the business currently?
What is the story behind your business name?
General Business Details
What product or service do you currently offer?
What makes your business unique today?
Position – What is the fundamental idea that you own (or want to own) in the consumer’s mind?
Promise – What is the value that you promise to deliver to the consumer?
Describe your ideal customer. Which customers do you love serving and why?
Brand Personality
The emotional side of your brand.
Five words that represent your brand: Think about your brand’s personality. How would you describe it?
Imagine your brand was a person — how would you describe their personality?
Choose only one of the following words to describe your brand's personality. (answer below)
• Sincerity (down to earth, honest, wholesome, cheerful)
• Excitement (daring, spirited, imaginative, up to date)
• Competence (reliable, intelligent, successful)
• Sophistication (upper class, charming)
• Ruggedness (outdoorsy, tough)
Answer above question here.
If your brand was an outfit, what would it be? Get as detailed as possible — or provide a link to a photo!
If your brand was a vacation destination, where would it be?
If your brand was a weekend activity, what would it be?
If your brand was a room, what are three items I would find in it?
If your brand was a song, what would it be?
What quote, motto or mantra best represents your brand?
Brand Image
The consumer's perception of your brand.
How does your brand’s image fall between these opposing characteristics?
Answer above question here:
What colour represents your brand's image (see images below)
Colour Guide 1
Colour Guide 2
Please provide links to 5 images that capture your brand image.
Brand Communication
The way that your brand communicates.
Brand Expressions
Brand Expressions – How does your brand come to life across the broad spectrum of media? What type of content are you going to be known for? How are your customers going to experience your brand?Where do you want them to go for “the goods?” Your blog? Your Instagram account? Or maybe the sign outside your storefront…
Three messages your brand needs to communicate: Why does your brand matter? These messages should be relevant to your target audience.
3 examples of tweets your brand would write.
A typical example of a Facebook post your brand would post.
An example of an Instagram post your brand would post?
What would be the greeting at the end of your brand email? (kind regards, warm regards, yours in.... )
What copy is used in promotional messages? Provide examples of words or phrases used.
Brand Values & Vision
Your core brand values are the beliefs that you, as a company, stand for. They serve as the compass that guides your brand story, actions, behaviors, and decision-making process.
What is most important to you and your business?
If there was one thing that you would like your business to be remembered for, what would that be?
What type of world would you like your brand to help create?
How would you like your brand to influence the lives of people?
How would you like your brand to influence the culture of your city?
What is the ultimate vision you have for your brand?
Brand Logo
If you have an existing logo please provide a link to it below.
If you have an existing logo please describe what inspired the design.
If you had to redesign your logo what would you like it to resemble?
What do you want people to associate with your brand when looking at your logo?
Please provide links to images of design elements that you would like to see represented in your logo design. (check google images, instagram, or pinterest)
Please provide links to icons that could be associated with your brand.
Please provide links to font styles you think represent your brand the best. (check here:
Please provide links to logos you like and which you think match your brand identity.
Any other comments?
Brand Quiz
Finally, please take the following brand quiz and then submit the results in the space below:
Brand Quiz Result: submit the URL of your quiz result and share your thoughts on the result. Is it what you expected? Why, or why not?
A copy of your responses will be emailed to the address you provided.
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