Name of business:

Url of website:

1. Target Audience (list avatars)

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2. Emotions

List 5 emotions you want people to feel:

3. Beliefs / Key Messages

List 3 core messages or beliefs we want people to believe about us?

4. Core Experience

Describe the before, during and after experience we want people to have? What sums this experience up?

5. Elements

What are the granular elements of the products associated with our brand? Eg the arc of a tennis racket in swoosh. The clink of iron hitting the floor.

6. Related Industries / Businesses