The brand interview

Tell me about your brand.

I build the book around the one thing that makes you different — so the next questions dig for that thing. Answer in your own words; I’ll turn them into your brand.

The basicsWhat’s the name? Q1In one line, what do you make or do? Q2Which best describes the category? Q3What stage are you at? Q4Where do you operate? Q5

The customerDescribe the person who’s a perfect fit for what you make. Q6 · Not demographics — paint one real customer.And who is it NOT for? Q7Where do these customers spend time? Q8

The distinctive thingWhat’s the one thing you do that the others in your space don’t? Q9 · The realer and more specific, the better — your whole brand gets built around this.Why did you start this? What were you reacting to? Q10When a customer really gets it, what do they say? Q11 · A real quote if you have one.If you had to put the whole thing on a sign in a few words, what would it say? Q12 · Rough is fine — raw material, not your final tagline.

Feel & tastePick the words that feel right. Skip the ones that don’t. Q13

A brand, place, or object whose look you admire — and one you’d never want to be mistaken for? Q14 · Both halves matter. The “never” rules things out fast.

VoiceWhen you talk to customers, you sound more like… Q15Write one sentence the way you’d actually say it to a customer — and one thing you’d never say. Q16

PracticalContact details for the kit (email, site, location — as you want them shown)? Q17 · Include the email I should send your preview to.Beyond the brand book, what will you actually need? Q18