Brand Discovery — The Magic Torch

1

The basics

So I know who I'm talking to and how to reach you.

Business or brand name *

Your name and role *

Email *So I can reply with next steps.

Phone Optional.

Where can people currently find you? Website, LinkedIn, anything live.

In one sentence, what does your business actually do? As if explaining it to someone who'd never heard of you.

2

The story & the vision

The bigger picture. Feel free to keep the deeper thoughts for our call.

Why did the business come about, and where do you want to take it?

What's the thing you're genuinely proud of so far?

If this project goes brilliantly, what's different a year from now?

3

What you do

The offer itself.

What are your main products or services?

Of everything you offer, what do you most want to be known for?

4

Who it's for

The people the brand needs to win over.

Describe your ideal customer as a real person — not "everyone".

What does someone need to feel about you before they'll buy or get in touch?

Any kind of customer or work you'd rather not attract?

5

The competition

Where you sit, and who you measure yourself against.

Who else does what you do? Names and links — including anyone whose brand you admire.

What do you do differently, or better, than them?

6

Personality & voice

If the brand walked into a room, what's it like?

Give me three to five words that capture how you should come across.

Brands from any industry whose look or feel you admire — and why.

Words you'd love to be associated with — and any you'd hate.

7

The current look

What you've got already — even if it's tired.

What brand assets exist today? Logo, colours, fonts, photography. You can email files over separately.

What do you like about your current look, and what makes you wince?

Anything worth keeping for recognition — a colour, a symbol, the name treatment? Or is it a clean slate?

Any colours or styles that are an absolute no?

8

Where it needs to live

So it's built to work everywhere you need it.

Is there a date or event driving the timing?

Roughly, what budget are you working to? Honesty here saves us both time — it tells me what's realistic to build.

Who are the decision-makers, and does anyone else need to sign off?

9

Anything else

The catch-all.

The "you didn't ask, but I really want you to know…" box.