FOLLOW-UP QUESTIONS

Brand Personality

Here are some follow-up questions to help clarify your brand personality. Answer what you can and send it along to me.

1 - How do you want your brand to be seen?

  • modern - minimal, clean, classy

  • classic - timeless, understated, valuable, practical

  • feminine - poised, romantic, tasteful, sensual, elegant 

  • fashionable - sparkly, fancy, glamourous, sociable, dramatic, trendy

  • vintage - retro, distressed, hipster

  • corporate - professional, important, authoritative

  • youthful - cheerful, bright, playful

  • whimsical - dreamy, spiritual, magical, artistic

  • entertaining - witty, joyful, delightful

  • thoughtful - open, approachable, friendly, compassionate, inclusive

  • inspiring - helpful, giving, encouraging 

  • calm - gentle, warm, nurturing, quiet, maternal, peaceful, soft

  • delicious - fresh, organic, lush

  • natural - organic, real, genuine, purposeful, environmental

  • outdoorsy - strong, energetic, fit, adventurous

  • outrageous - vivacious, strongwild, rebellious, commanding, outspoken

  • powerful - ambitious, charismatic, bold 

  • creative - unique, innovative, clever, fearless, cool

2 - What’s your brand archetype?

x

3 - What makes your brand fascinating?

Take 5 minutes to do the Brand Fascination test to unlock the secret of what attracts your potential clients to you.

4 - What are your four things?

What’s your company culture, your voice/tone, how do you relate to your clients, what are you passionate about? Here’s a PDF with some of the questions we talked about, such as choosing your 4 words. This is from a copywriting course I have on Skillshare. You can download the PDF here.

 

>>> Send me all your words and things:

  • brand personality word

  • your archetype

  • your fascination word

  • your 4 things

5 - Your 1-liner

First, let’s get really clear. Write down what you do in just 5 words (the problem you solve or the results you give):

This is not a tagline. You DON'T need a tagline. Not in the traditional sense, anyway. Not a rhyming, cutesy thing people attach to logos. What you DO need is a single, killer 1-liner that describes what's awesome about you. Your website homepage is your billboard and you have just seconds to make an impression — so get super clear.

Show your customers you understand their problem and the result they really want.

Some examples would be...

  • help professionals look fabulous online

  • manage skincare issues naturally

  • teach how to design fabric

  • help couples have better sex

  • release anxiety increase self-esteem

  • reveal genuine connection through photography

Once you have that, they can be turned into headlines…

  • The most reliable plumbers in Nashville.

  • We help you plan the perfect vacation.

  • A new roof, on time and on budget.

>>> Brainstorm 20-25 and send me your top 5

6 - Your elevator pitch

Imagine you meet me on an elevator. You know I’m a heavy hitter in your industry but I have no idea who you are... You have 20 seconds to describe the problem you solve, how you do it, who you do it for, and the results you give.

This 1-3 sentence positioning statement can be used everywhere you are — your website, social media bio, LinkedIn, email signature, etc.

Let’s start with:

Hi, I’m (your name), I’m a (label that fits) who specializes in (your industry niche)…

Then choose a formula that feels right to finish it off…

  • I help (dream client) who want (their need) to (outcome you provide).

  • I (solution) for (problem) in order to (result).

  • My business does (specific action) to help (ideal customer) do (desired result).

  • I work with (dream client) to (solution) for (desired result).

  • I help (dream customer) overcomer (problem), so that they can achieve (desired result) with this (solution).

Example:

“I’m Bonnie, a brand strategist and Squarespace web designer. I help successful professionals with internet allergies look fabulous online. We mix who they are with what they do to build more credibility and confidence, and bring in more leads.” 

Here’s another version that works well when spoken:

  • Hi, I’m (name/biz). What I’m known for is (your specialty/unique process/a concrete example). I love working with (dream clients) who are typically (more about your dream clients needs). I help them by (your service/package).

Example:

"I’m Diane and I’m a photographer. My specialty is day-in-the-life family photography. I love shooting families who let me come into their house while they’re still in their jammies and capture their real life from breakfast to dinner. No stiff, formal photos."

Here are some other examples:

“Southwest enables Bridesmaid Beth (ideal customer) to experience freedom to fly to her friend’s weddings (emotion) without breaking the bank (result).”

"I energize, focus, and align manufacturing organizations, resulting in sustainable acceleration of processes, reduction in waste, and growth of profits."

"My goal is to be the best in public relations while having fun, kicking @#$, and always pushing the envelope for employees, clients, and myself. To use communications to make the world a better place.”

>>> Brainstorm 10 or more and send me your favourite 3

7 - Reference

There are a few more things I need from you:

  • Send links to 3 websites of your direct competition, or very similar services your potential leads would consider using instead of you.

  • Send links to any examples of brand/website design you love, or want to avoid, and why (this could also be a Pinterest board of images that inspire or feel like you — then share it with me at https://www.pinterest.ca/bonniesummerfeldt/).

  • Send examples of your current brand and marketing material (logos, promo pieces, biz cards, ads, presentations) — I’ll send you a Dropbox request link.

  • How do clients describe working with you? Find several examples of client testimonials or quotes.

>>> Send me what you have so far by the end of our day! Thank you!