Workshop Document Branding Homework Form Company InfoCompany/Brand Name Your Full Name(s) Your Email* Your Job Title/Function(s) Products & ServicesPlease list the products, services, packages and 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. Please be specific. How does this clientele fit into your business model over the next 2-3 years? Definition of SuccessWhat is your company Vision? Your North Star? What is the 3-Year “definition of success” for the company? What are your 5-year goals for the business? What are your financial goals for the end of 2023, 2024 and 2025? 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 financial goals? How do you foresee this changing over the next 5 years? What non-financial, goals do you want to accomplish by the end of 2023, 2024 and 2025? Please be specific. 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? 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? How would you describe your brand's personality? Eg. Apple: Rebel, Whole Foods: Peace 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? What common characteristics flow through all of your products? What one characteristic 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 the Gen Z or Millennial (or gatekeepers) be proud to be associated with your product? Client Relations & Competitive SetDefine your ideal client/customer? Who are the gatekeepers to your buyers? What would be six of the biggest compliments to hear a group of people say about your business? What is the biggest customer complaint about your industry? How does your company address this complaint? 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? Have you defined and leveraged a unique position within the marketplace? Yes No Please explain What products or services do clients want that you do not offer? Do you provide a guarantee or warranty to your customers? 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 you want 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 desired average transaction amount per client? 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 explain Will you be open to surveying your customers as to why they stop doing business with you? Yes No Please explain Do you know your rate of customer attrition? How many clients you’re losing and why? Yes No Please explain What percentage of leads that come in do you close? Do you have joint ventures with other companies to sell your products and services to their buyers and prospects? Yes No Please explain What products or services do people normally buy prior to, in conjunction with and right after your product is 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 explain Do 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 mission statement, tagline, slogan, positioning statement? Yes No Please explain Have you any knowledge of what any of your top competitors spend on marketing on a yearly basis? Yes No Please explain Are 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
