" neutral7 is a group of creative professionals with business minds dedicated to the mutual success of both. "

Please fill out the form as completely as you possibly can. If you are unsure about anything just leave it blank.

1. Do you know who you are?

a.   What are the core values: what is important, what are your principles, what will govern your existence?

b.   What is the core purpose of the organization: why does it exist, why is it meaningful?

c.   What is the envisioned future- audacious goal, thinking big, looking 25 years into the future?

d.   What are the short-, medium-, and long-term goals for the organization: what will it look like in one year, five years, and ten years from now?

e.   What is the business model: how do you make money, how will you measure economic performance and success?

2. Do you know how you are currently positioned in the marketplace and/or what your strategic positioning should be?

a.   What do you want to be famous for? What's your promise: when people think of you, what words or thoughts will come to mind? (taglines, positioning lines and mantras?)

b.   Do you know who your ideal customers are? What else do they buy; what are their likes and dislikes? How do customers think about your category? What customer do you not want?

c.   Who are your competitors? Who else does your customer consider when shopping your category and how do you compare to the other company? Is there a category leader? Will you look like you belong in the category or will you be dramatically different?

d.   What is the buying process? Exactly what steps do your customers go through in order to make a purchase decision? How can you make that decision process easier?

e.   Why should they buy from you? Are there clearly articulated and truthful sales messages that demonstrate why you're different and better? Can everyone in your company explain why customers should buy from you?

f.   Will you bear the risk of your promise?

g.   What does your brand architecture look like? Defining the relationships between the company, its subsidiaries, and its product.

h.   What are your primary and secondary brand touch points? Brand touch points are every possible interaction or experience someone will have with your brand. Three categories: pre-purchase, purchase, and post-purchase.

i.   What are your 10 words?/Creative brief

3. Does your brand identity reflect who you are and your positioning?

4. How will you communicate your brand--- first to your employees and then to your customers?

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