Brand Questionnaire - PicklesBucket

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Basic Information

Name

First

Last

Company Name

As it should appear on the logo

Current Website

If applicable

Industry / Field

Tagline / Slogan

Do you have one, or do we need to create one?

The Business Logic

The Origin: What was the specific moment you decided to start this business?

Was it out of frustration? Inspiration? A specific event?

The Name: What does the name mean? If it's a family name, what values does that family hold? If it's abstract, what is the concept?

The "Expensive" Problem: What is the single most costly or painful problem your customers are facing right now that you solve for them?

The Future State: Fast forward 5 years. If this brand is wildly successful, what does that look like?

Are you looking to sell the company, franchise it, expand in new market or IPO?

The Competitor Gap: Who are your top 3:5 competitors? More importantly, what are they doing wrong that you do differently?

The Audience

The "Insomnia" Test: Describe your ideal client. Don't just tell us their age—tell us what keeps them awake at night? What are they afraid of?

e.g., An HR Manager who is terrified of a compliance audit. She loses sleep worrying she missed a tax update. She wants peace of mind, not just software.

The "Onlyness" Factor: Complete this sentence: "We are the ONLY [Category] that [Benefit] for [Customer]

e.g., We are the ONLY gym that offers childcare for single dads

The Aesthetic Calibration

The "Outfit" Test: If your brand were a human being walking into a room, how would they be dressed?

e.g., A crisp navy suit? A lab coat? Ripped jeans and a vintage tee? be detailed

The Brand Landscape: List 3 brands (from any industry) that you admire. Why do you like them?

e.g., “I like Apple because it feels calm,” or “I like Harley Davidson because it feels rebellious.

The Anti-Brand: Is there a specific color, style, or vibe that you absolutely hate or want to avoid?