How would you define your company?

What does your company do?

What kind of company are you?

Who are your competitors?

What do you want to do differently? (point of difference?)

What kind of brands do you associate with:

In your sector?

Outside your sector?

If you were a car/shoe/celebrity/soft drinks brand. Which brand would you be? (Give Examples)

What are you looking for from an identity?

Who is your demographic target market/s?

How would you describe your target market/s?

Is there potentially two or three strands of target market? Primary, secondary, tertiary? Give examples:

What would you like these targets to know?

How do you want to be perceived by these different groups?

Where or how can your main market find out about your company?