The Client Experience

If your best client described your business to a friend, not what you do, but what it felt like to work with you, what would you want them to say?

Write 2 to 4 sentences. Be specific about the experience, not general praise.

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Your Industry Belief

What do you believe about your industry that most competitors would not say out loud?

The conviction underneath your business. The thing that shapes how you charge, who you serve, and what you refuse to do.

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Tone Direction

Give three words that describe your tone. Then give the opposite of each. The opposites define the boundaries of your voice.

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Rejected Language

Is there language your business would never use? Words or phrases that feel wrong for who you are?

Competitor copy, industry jargon, phrases that make you cringe. List specific words or phrases.

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The Emotional Landing

When someone finishes reading an email or proposal from you, what feeling should they be left with?

Be specific. Confident they made the right call? Relieved someone finally gets it? Energized to move forward?

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The Legacy Statement

What is the one thing you want people to remember about working with you, a year after the engagement ends?

Capture this in their exact words. Do not paraphrase. This becomes the north star for all content produced on your behalf.

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Brand as a Person

If your brand were a person at a dinner party, how would they show up? What would they never do?

Would they ask sharp questions? Listen more than talk? Never interrupt? Never name drop?

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Voice Under Pressure

When something goes wrong with a client, a missed deadline, a miscommunication, a disagreement, how do you handle it?

Write about a real situation if you can. How you handle friction is part of your brand voice.

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Visual Identity

Do you have established brand colors, fonts, or a visual style guide? If not, describe what your brand should look like.

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Core Belief

In one sentence, what is the conviction that drives how this business operates and what it charges for?

Not a mission statement. The real belief underneath everything. The thing you would say even if nobody agreed with you.