Entrepreneurial Fundamentals
Chapter 4 - Brand Development

Lesson 7: Brand Identity Exercise

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IN THIS LESSON

Exercise: Your Brand Identity

  1. This exercise is for you to work through the different aspects of your brand identity. The goal is not for you to explain it to us, but for you to understand your identity better after having gone through the exercise.

Question #1

Who is your ideal customer?

Bonus: What is your plan for targeting them?

    • This response will be awarded full points automatically, but it can be reviewed and adjusted after submission. 

  1. What pain points do you solve? List the pain points and how your product/service resolves.

    • This response will be awarded full points automatically, but it can be reviewed and adjusted after submission. 

  2. What is your start-up’s customer-facing personality? (Respond freely, but please also note your brand archetype)

Does this resonate with your customer’s personas?

What about the founder persona?

    • This response will be awarded full points automatically, but it can be reviewed and adjusted after submission. 

  1. What is your brand identity supposed to make your customers/clients feel? Do you think your customers/clients currently feel as intended? If not, what could you change to achieve your desired reaction?

Example of Brand Identity creating a feeling: Folgers Coffee and Monster Energy are both provide energy and alertness, but their brand identity is intended to create two very different feelings. Folgers is calm and ready vs Monster’s manic energy.

    • This response will be awarded full points automatically, but it can be reviewed and adjusted after submission. 

  1. How is your brand identity different from your competitors? Differentiate yourself from your competitors and explain why you feel you offer something better and/or something new.

    • This response will be awarded full points automatically, but it can be reviewed and adjusted after submission. 

  2. What aspects of your brand identity are supposed to convince your clients to trust you to resolve their pain points?

    • This response will be awarded full points automatically, but it can be reviewed and adjusted after submission. 

  3. What is your brand’s story?

    • This response will be awarded full points automatically, but it can be reviewed and adjusted after submission. 

  4. What are 5 words that describe your brand?

    • This response will be awarded full points automatically, but it can be reviewed and adjusted after submission. 

  5. What brands do you admire and why? Try to pick at least one from your industry (note: it does not have to be a competitor).

    • This response will be awarded full points automatically, but it can be reviewed and adjusted after submission. 

  6. How can you simplify your brand identity? If you feel your brand identity is already simple, explain the steps you took to keep it simple.

    • This response will be awarded full points automatically, but it can be reviewed and adjusted after submission. 

  7. How will you test brand perception?

    • This response will be awarded full points automatically, but it can be reviewed and adjusted after submission. 

  8. What is your audience’s “Language”? What resonates with them thematically? (i.e., investors talk returns, healthcare patients speak outcomes and cost, luxury buyers talk status, bargain hunters speak value not price)

Also, how does your messaging speak to your value proposition using this “Language”?

    • This response will be awarded full points automatically, but it can be reviewed and adjusted after submission. 

  1. How does your logo communicate your brand? How crucial do you believe your logo is? Consumer products and B2C businesses place different values on their logos than a B2B vendor or utility.

    • This response will be awarded full points automatically, but it can be reviewed and adjusted after submission. 

  2. What is your font? What are your colours?

    • This response will be awarded full points automatically, but it can be reviewed and adjusted after submission. 

  3. Do you have a style and brand guide for your start-up?

    • This response will be awarded full points automatically, but it can be reviewed and adjusted after submission. 

  4. How do you interact with customers?

    • This response will be awarded full points automatically, but it can be reviewed and adjusted after submission. 

  5. Has your style guide been simplified and optimized? (i.e., If you have a style guide, does it scale across different platforms? Does it remain consistent across all the channels you use to reach your customers?)

    • This response will be awarded full points automatically, but it can be reviewed and adjusted after submission. 

  6. What does your brand voice sound like? (i.e., formal, slangy, professional, etc.) Give us some examples of your voice such as snippets of marketing materials or links to video.

How did you determine if your brand voice is a fit for your ideal customer from question 1?

    • This response will be awarded full points automatically, but it can be reviewed and adjusted after submission. 

  1. Based on your responses, what do you think the deficiencies in your brand are? What do you think the strengths of your brand are?

    • This response will be awarded full points automatically, but it can be reviewed and adjusted after submission.