Your business #
Describe your business in 25 words or less.
Your target guests #
Explain your target guest(s) profiles: what do they value, what are they looking for, what is the makeup of their group.
What do they value most?
What would they want from your properties and your service?
Your values #
What are your values?
What motivates you to keep going with your business?
What are your guiding beliefs as a business?
How can you fulfill the needs of the guest you outlined above?
Your personality #
List five adjectives that describe your brand.
For example: traits like “friendly”, “affordable”, “approachable”
The brand voice #
How do you want to talk to your guests?
Words set the tone for your relationship with your ideal guest.
For example, would you say, “You’re welcome!” to a guest? You might be more conservative and say, “You are very welcome.” Or you can be more casual and say, “No problem!”
Small Business Worksheets final
What is the tone of the conversation when you interact with your customers through your website, social media, signage, etc.?
Are you:
Friendly and bubbly | Professional and warm | Capable and helpful | Informative and fun
The competition #
Who are your top three competitors?
The points of difference #
Name at least one thing you like and dislike about their product offering – and the way they communicate it.
Name at least one thing you like and dislike about the visual identities of each competitor; think colors, logo, imagery, font and their overall aesthetic.
Where do you see yourself positioned in comparison to these competitors? What do you do differently?
The design & aesthetic #
Describe your brand’s aesthetic.
What shapes best describe your brand?
Soft, round, organic shapes – friendly and inviting
Sharp and angular shapes – power, intelligence, stability Vertical lines – powerful and established
Horizontal lines – calm, secure
The logo #
Write down a few words describing the overall look and feel you want for your logo.
For example: I see my brand as more:
Illustrative/photographic
Classic/modern
Mature/youthful
Playful/sophisticated
Luxurious/urban
Whimiscal/serious
Organic/geometric
The colors #
Given its mission, values and offerings, which colors best suit your brand? Consider how you want your brand’s personality to be perceived and what colors can help you share that with your customers.
Red – excitement, passion
Yellow – accessible, sunshine-y, friendly Green – eco-friendly, organic, growth Purple – playful, luxurious
Blue – trustworthiness, maturity
Black – slick, modern,luxurious
White – clean, careful, methodical
The fonts #
Which font(s) best suit your brand?
Serif – classic, traditional, stable, trustworthy
Slab serif – traditional but with a confident and youthful twist Sans serif – clean, crisp, modern
Script – elegant, fun, romantic
Modern – practical, playful, exclusive
Display – casual, fun, unique
