Pre-Workshop Questionnaire Branding Homework Document Company InfoCompany / Division Name Your Full Name(s) Your Email* Your Title/Function(s) Products & ServicesPlease list the services, products, packages and/or programs you currently offer. Please list potential products and services you may add in the future. Industries, Markets, & Target CustomersWhich markets do you currently sell to? Which markets do you want to add? Please describe your current B2B or B2C clientele. If there are multiple categories, please list them and describe in detail. Who they are? What their motivations for buying are? What deeply inspires them? What makes them cautious? How does this clientele fit into your business model over the next 2-3 years? Definition of SuccessWhat is your vision or north star for the business? What impact would you like to have? What legacy would you like to leave? Are you moving in the right direction fast enough?What is your 3-Year “definition of success” for the business? Establishing brand leadership and respect in the industry? Operational? Revenue growth goals? Etc.?What are your 5-year goals for the business?What are your sales goals for the end of 2024, 2025 and 2026? Or if you prefer, your units-sold goals? Please do not use projections, please state your desired goals. If you prefer to bring these details to the workshop please do.Are you happy with your business model and it's ability to get you to your sales goals? How do you foresee this changing over the next 3 years?How does your business stand out? Where do your competitors steal the spotlight? Please share your competitive strategy if you have one?What one thing, more than anything else, do you want to accomplish in your industry that others haven't accomplished yet?What pursuits of the business are you most excited about?In what areas does your business’s largest growth or profit opportunity lay?What are the key challenges your company faces today or will face in the near future? How will you plan for them?Would you buy your own products or services over your competitors, and continuously stay on as a client over the next 3-5 years? Would it be a difficult decision or no match at all? Would you want some of what your competitors are offering?Your BrandWho Is NOT Your Client Customer?What does your brand stand for beyond the services that you offer? Is it mission-driven? Are your clients aware of your quest?What are the emotional benefits that your brand delivers to your customers? Why should they pay more or buy irrationally from you?What is your value proposition? Your compelling brand positioning that differentiates you? And are you telling it with the with the impact it deserves?How would you describe your brand's personality? Eg. Apple: Rebel, Godiva: Lover, Nike: Conqueror, Jeep: Pioneer, Pixar: Wizard, Johnson & Johnson: Protector, etc.What are the brands you most admire? Why?What is your unique tale? Brand story? Does it inspire action?What common characteristics flow through all of your services, programs, or products? What three characteristics should your products be known for?What juxtapositions can you describe about your brand or products? Eg. Strong yet Flexible, Durable yet Light, Modern yet Classic, etc.Why should Gen Z (gatekeepers), Millennials, Gen X or Boomers be proud to be associated with your brand and your products?Client Relations & Competitive SetDefine your ideal client/customer?Describe who the gatekeepers to your buyers are?What would be six of the greatest compliments to hear a group of people say about your business?What are the biggest customer complaints about your business? What are the biggest customer complaints about your Industry?How does your company address these complaints?What is unserved or underserved in your industry? What is it that clients wish they had, but is not easily available?Who are your top six competitors? Include what they do well, poorly, and what they offer that you don't. List 3-5 UNIQUE attributes about your company that a competitor could not claim. Saying that your company has quality products or services is not enough, (all your competitors will say that too) please think of things that make you unique, better or special). What are the top three reasons you may lose business to your competitors? How will you address this? What are the emerging trends in your industry that could impact competition? How can you stay ahead?How do you define your market position compared to your competitors? Are you a leader, follower, challenger, or niche player?What products or services do clients want that you do not offer?Do you provide a guarantee or warranty to your customers? Please describe?How does it compare with your competitors or with the industry at large?How often do you research your competitors? How are they evolving?Explain, realistically, how much more business you can add before having to add any more people, equipment, service or space. (An estimated percentage)How many active clients do you have (those whom have purchased within the last year)?How many inactive clients do you have?How many times per year do your clients repurchase from you?What steps will you need to take to increase the frequency of customer purchases once a client becomes a client? What is the average transaction amount per client (in dollars)? Please break it down by category if needed.What steps will you need to take to increase the volume of customer purchases? Are you willing to work with competitors? Yes No Please explainWill you be open to surveying your customers as to why they stop doing business with you? Yes No Please explainDo you know your rate of customer attrition? How many clients you’re losing and why? Yes No Please explainWhat percentage of leads that come in do you close? What percentage of visitors to your website inquire about your products or purchase from you? How long does the average visitor stay on your website? How many inquiries come in from your social media? What are they asking?Do you have joint ventures with other companies to sell your products and services to their buyers and prospects? Yes No Please explainWhat products or services do people normally buy prior to, in conjunction with, and right after your products or services are purchased?What’s the “lifetime value” of your typical client? (i.e. how much revenue will they generate for you over the entire period they do business with your company?)Do you have a reliable system of collecting and creating client testimonials and success stories? Yes No Please explainDo you regularly send newsworthy emails to educate and update your prospects and clients? Yes No What marketing materials do you currently have to promote your products or services? What is the main message delivered by these marketing materials?Marketing RelatedDo you have a company vision statement? Values and ethos statement? Mission statement? Tagline? Slogan? Yes No Please write each one here...Have you any knowledge of what any of your top competitors spend on marketing on a yearly basis? Yes No Please explainAre you willing to be a thought leader in the industry? What would that look like to you? Would you be willing to make public appearances for your business? What do you think will make the biggest impact on your business next year?Additional Notes & Comments You Would Like Us To ConsiderPlease give us any other helpful information that we may have asked.NameThis field is for validation purposes and should be left unchanged. Δ
