2: Brand Strategy Roots – 5 W's Subscribe Brand Strategy Roots [Phase 1] The crux of these Q’s is about bridging the 5 w’s (why, what etc) in your language with my method of doing design and strategy, holistically (audience, positioning against competition, offers, messaging etc). By going through this phase of discovery, it will help you get to the core of what you and your business is truly about. Bringing that foundation of knowledge all together will be the basis of how we move forward and how we can really help your customer or clients get what make the transformation they are looking for (This might sound a big jargony but i will explain more about this!). Just answer the questions that you want to say something. Some bits repeat a wee bit, but it’s meant to do that as it covers the whole business strategy, design and messaging etc. And it will all make sense in the next stage. FYI, You can save the link and keep coming back to edit or add wee bits. I find all my best ideas processing and creative problem solving comes when I’m walking the dog or in the shower, I think that’s quite common, the subconscious has a lot to answer for! So I’m trying to fit this part into people’s busy lives! Save the link and come back to add content as you please (if you keep coming back on the same device and same browser). Voice typing is built into phones and works anywhere, just tap any text field in a form and tap the microphone icon, then speak. No recording, no saving files, no uploads. Just transcribed text on the go. Most of all, don’t stress, and don’t feel overwhelmed, just pass on the questions you don’t feel value in and fill in what comes naturally! Come back for any new ideas that come to you. Your NameEmailWHY // Purpose, vision & change you want to make→ feeds Story + Emote + (partly) Personality (sets worldview, what you’re restoring, emotional “after” state)WHY: Existence + missionTry to answer a coupleWhy does this brand/business need to exist now (in this moment, time in history, in this market)?Why does this business / brand exist beyond making money? What problem, frustration or desire in the world are you trying to change?What problem are you tired of seeing in your industry or community?Save & ResumeWhat change do you want to make in customers’ lives (small or big)? (Even lots of small changes here are really helpful for us to note down here).What greater purpose are you trying to achieve and why?What does the world need more of right now?Choose file to upload instead or as well (up to 5 files) Save & ResumeWHY: Origin storyTry to answer a coupleWhat experiences have you had that have been impactful in your life and starting this business?What is your story behind why you do it?Save & ResumeWhat was the moment you decided to start this business? Tell me the story. What pushed you and your family over the edge to make it happen?What inspired you to start your business?Choose file to upload instead or as well (up to 5 files) Save & ResumeWHY: Values + non-negotiablesTry to answer a coupleWhat do you refuse to compromise on? (random examples: quality, ethics, creativity, community, price, sustainability, something else?)What beliefs or values guide your decisions when things get difficult?What are your non-negotiable values — defined as behaviours (what you do / refuse)?Save & ResumeWhat are you willing to do slower, better, or more intentionally than competitors?What are you here to protect, preserve, or honour?What do you care about protecting through your work (place, memory, culture, nature, a way of life, calm, awe, craft, something else)?Choose file to upload instead or as well (up to 5 files) Save & ResumeWHY: Vision + successTry to answer a coupleIn 3–5 years, what does success look like in real life? (For you personally, for your customers, and for the wider community / world.)What would success look like beyond money (random examples: pride, legacy, community impact, creative freedom)?What do you want to be true in 3 years that isn’t true today?Save & ResumeHow fast or slow do you want the brand to grow? (random examples: slow and steady, sustainable growth, or rapid expansion if possible?)How will you know this project has been a success for you? (What will be easier, clearer, more joyful, or more profitable?)Choose file to upload instead or as well (up to 5 files) Save & ResumeWHY: Emotional intentionTry to answer a coupleWhat do you want people to feel in their body when they experience your brand? (random examples: grounded, excited, held, energised, soothed…)What do you want people to feel immediately after experiencing the brand?Save & ResumeWhat’s the emotional “aftertaste” you want people left with (random examples: peaceful, homesick, lifted, grounded, soothed, energised)?What do you want your biz to quietly shift for someone or a group of people?What emotion are they trying to bring into their life?Choose file to upload instead or as well (up to 5 files) Save & ResumeWHY: Boundaries (anti-vision)Try to answer a coupleWhat do you not want this brand to become? (This is important for strategy and creative direction.)Save & ResumeWhat do you never want your brand to feel like (random examples: touristy, generic, overly twee, trendy, corporate, mass-produced)?Choose file to upload instead or as well (up to 5 files) Save & ResumeWHY: If you disappearedTry to answer a coupleIf your brand disappeared tomorrow, what would your customers genuinely miss?When people buy, what moment are they trying to preserve?Save & ResumeIf your brand disappeared tomorrow, what would your best customer miss most?Choose file to upload instead or as well (up to 5 files) Save & ResumeWHAT // Offer, value & difference→ feeds Product + Position (offer truth, ladder, proof points, differentiation)WHAT: Offer inventoryTry to answer a coupleWhat exactly do you sell or offer? (Products, services, experiences – list them in simple single words or a list.)What do you sell right now (list offers, prices, formats)?Save & ResumeWhat are your price points right now (rough ranges)?What are your variations?What’s your best seller and why do you think it wins?Save & ResumeWhat’s your “gateway product” (the easy first purchase)?What’s your “flagship” (the piece that defines you)?Choose file to upload instead or as well (up to 5 files) Save & ResumeWHAT: Value + transformationTry to answer a coupleWhat transformation do people get from working with you or buying from you? Before After.What value do you deliver?Save & ResumeExplain how your idea is the solution and why you’re on this mission. Describe the result or transformation your customers can expect from you by using the phrase “… so that…”.Choose file to upload instead or as well (up to 5 files) Save & ResumeWHAT: Differentiation + positioning hooksTry to answer a coupleWhat makes your offer meaningfully different from others in your space? Be specific – not just “better quality” or “great customer service.”Why you — what can buyers only get from you that they can’t get elsewhere?If we could only communicate one core message about what you do, what would it be?Save & ResumeWhat is the one thing that must be understood in 10 seconds?What do you want to be known for (even if you’re not yet)?What do customers buy from you instead of (alternatives and substitutes)?Save & ResumeWhat would make someone pay 20% more for you?What do you do differently (process, materials, speed, service, expertise)?Where are you currently over-promising or under-explaining?Choose file to upload instead or as well (up to 5 files) Save & ResumeWHAT: Brand ingredients + craftTry to answer a coupleWhat are your “non-negotiable” brand ingredients? (Materials, methods, processes, rituals, locations, stories, people…)What proof do you have that what you do works? (Testimonials, reviews, repeat customers, waitlists, awards, press, etc.)Save & ResumeWhat proof do you have (reviews, results, credentials, craft, place, process)?Are there any parts of what you do that feel under-appreciated but are actually special (Hidden details I should elevate in the brand.)Choose file to upload instead or as well (up to 5 files) Save & ResumeWHAT: Profit + strategyTry to answer a coupleWhich offer makes the most profit? Which drives most volume? Which is most strategic?Are people buying for themselves more, or as gifts? What’s your gut split?Save & ResumeWhat objections do you hear most? (price, shipping, “will it match my room,” choosing sizes, etc.)What do you suspect makes people hesitate but they don’t say?Choose file to upload instead or as well (up to 5 files) Save & ResumeWHAT: What they’re really buyingTry to answer a coupleWhat do you think they’re really buying? Pick top 3…What emotion are they trying to bring into their space or lives? (also relevant to WHY — keep answers consistent)Save & ResumeChoose file to upload instead or as well (up to 5 files) Save & ResumeWHO // Audience, stakeholders & character→ feeds Audience + Personality + Connect (segments + internal decision-makers + brand behaviours)WHO: Ideal customers + segmentsTry to answer a coupleWho is your ideal customer? Describe 1–3 real people (or types of people) who feel like a perfect fit.Who buys today (and who do you want to buy tomorrow)?Save & ResumeWho do I feel deeply called to serve?What are their biggest struggles, fears, and frustrations?What are they dreaming of?Save & ResumeWhat are they struggling with, dreaming of, or secretly Googling at 11pm?What do they care about beyond your product/service? (Lifestyle, values, causes, aesthetic preferences, hobbies.)Choose file to upload instead or as well (up to 5 files) Save & ResumeWHO: Taste + fitTry to answer a coupleWhat tastes and styles do your buyers tend to have?What do they buy because it matches, or because it stands out emotionally?Save & ResumeChoose file to upload instead or as well (up to 5 files) Save & ResumeWHO: Decision dynamics + stakeholdersTry to answer a coupleWhose opinions matter to you when it comes to this brand?Who influences the purchase (partner, friends, interior designer, manager, committee)?Save & ResumeWho inside the business must approve decisions (stakeholders, decision rights)?Choose file to upload instead or as well (up to 5 files) Save & ResumeWHO: Competitors (perceived by audience)This question is important to answerWho do your customers see as your main alternatives or competitors? (Direct and indirect competition.)Choose file to upload instead or as well (up to 5 files) Save & ResumeWHO: Language bankTry to answer a coupleWhat words do customers use to describe you (collect exact phrases)?Your most common compliment verbatim? (Even one sentence helps.)Save & ResumeWhy do your best customers choose you over other options? What do they tell you in their own words?Choose file to upload instead or as well (up to 5 files) Save & ResumeWHO: Anti-ICPTry to answer a coupleWho is your work not for? What kinds of buyers drain you or feel misaligned?Save & ResumeWhich types of comments/requests make you go “nah, not for me”?Who do you not want as a customer? Any red flags or misfits we should intentionally avoid attracting?What would make the wrong people buy (and why do we want to avoid that)?Choose file to upload instead or as well (up to 5 files) Save & ResumeWHO: Founder / brand characterTry to answer a coupleIf your brand was a person, how would they describe themselves in 5 words, in terms of personality?If your brand was a person, how would you describe them in terms of age, style, attitude, sense of humour, favourite places, energy?Save & ResumeWhat kind of relationship do you want with customers (teacher, companion, guide, challenger, craftsperson)?Choose file to upload instead or as well (up to 5 files) Save & ResumeWHO: Founder motivations (useful for brand “character” + decision-making)Try to answer a coupleWhat is important in your life?What makes you look forward to tomorrow and leap out of bed in the morning?What do you want to spend your time doing?Save & ResumeWhat is your purpose?Think about what you want in your life (your motivations) and how your business fits; what do you want it to bring to you?What would your perfect day look like?Choose file to upload instead or as well (up to 5 files) Save & ResumeWHERE // Context, landscape & touchpoints→ feeds Apply + Connect + return-to-Audience validation (channels, environments, moments, journey map, constraints)WHERE: Place + “place magic”Try to answer a coupleDoes your work or services have particular connections to certain locations?What locations show up most in your work? Save & ResumeDo you have “hero places or offers” that people emotionally latch onto?Which locations get the strongest reactions and why?Save & ResumeIs your brand more “Highlands” broadly, or very specific landmark attached?Do you want to stay anchored in Scotland, or widen your reach geographically?Choose file to upload instead or as well (up to 5 files) Save & ResumeWHERE: the brand livesTry to answer a coupleWhere does your brand live in the real world? (Region, community, physical locations, events, stockists, spaces.)Where does your brand live online? (Website, social platforms, marketplaces, newsletters, etc. Please list links.)Save & ResumeWhere are the biggest opportunities you’re not yet using? (Channels, collaborations, locations, communities.)Where do you want your brand to show up more boldly over the next 12–18 months?Choose file to upload instead or as well (up to 5 files) Save & ResumeWHERE: Customer journey touchpointsTry to answer a coupleWhere do people discover you (search, social, markets, referrals, shop shelves, partnerships)?Where do they evaluate you (website pages, reviews, DMs, stockists, in-person)?Save & ResumeWhere do they purchase (site, Etsy, markets, wholesale, invoice)?Where does the brand need to be recognisable (favicon, label, packaging, reels, signage)?Save & ResumeWhat are your most important touchpoints in the first 7 days of a customer relationship?What happens after purchase (delivery, unboxing, use, repeat)?Choose file to upload instead or as well (up to 5 files) Save & ResumeWHERE: Market + context constraintsTry to answer a coupleWhere do you see yourself in the market right now? (Budget / mid / premium / luxury, niche / mainstream, local / global.)What does the competitive landscape look like (direct, indirect, aspirational)?Save & ResumeWhat category clichés are everywhere (visual and verbal)?What constraints exist (print, labels, budget, platform, shipping, photography)?Save & ResumeWhat is seasonal about this business (peaks, drops, local events)?Choose file to upload instead or as well (up to 5 files) Save & ResumeWHERE: Where you sell + what’s workingTry to answer a coupleWhere do you currently sell most: online / markets / local shops / commissions?If markets: which kinds perform best (tourist-heavy, local craft, high-end curated, seasonal)?Save & ResumeIf online: what drives sales (Instagram, email, SEO, word-of-mouth)?What content reliably gets attention (process videos, finished pieces, place stories, time-lapse, studio life)?Save & ResumeWhat’s your most consistent source of “warm” buyers right now?Choose file to upload instead or as well (up to 5 files) Save & ResumeHOW // Experience, voice & practicalities→ feeds Apply + Personality + Emote (design principles, tone of voice, service behaviours, production realities)Brand experience + ecosystemTry to answer a coupleHow do you currently attract customers? (Word of mouth, Instagram, email list, markets, PR, ads, partnerships, etc.)How do you deliver your product or service – what does the journey look like? (From first contact to aftercare; rough steps are fine.)Save & ResumeHow do you want people to move through your brand ecosystem? (e.g. Discover Follow Inquire Buy Return Refer.)What does a “perfect customer experience” look like from first click to aftercare?What should the customer feel at each stage (discover, evaluate, buy, receive, use)?Save & ResumeWhat must be easy (and what can be “slow” because it adds value)?What are your service behaviours (response time, packaging care, aftercare, handling mistakes)?Choose file to upload instead or as well (up to 5 files) Save & ResumeHOW: Voice + toneTry to answer a coupleHow do you want people to describe your brand after they’ve interacted with it? “That brand that… [finish the sentence].”How should your brand sound in words? Use as many as feel right, or add your own: – Playful / Serious – Warm / Cool – Minimal / Expressive – Down-to-earth / Aspirational – Traditional / ExperimentalSave & ResumeWhat tone should the brand use (and what tone is off-limits)?How do you define “on-brand” vs “off-brand” for yourself? Any hard lines you don’t want to cross visually or verbally?Choose file to upload instead or as well (up to 5 files) Save & ResumeHOW: Operational realities + constraintsTry to answer a coupleWhat are your practical constraints (shipping, storage, limited time/energy)?What are the practical constraints for producing content/design (time, tools, skillset)?Save & ResumeWhat formats will you consistently create (emails, reels, blog, product stories, BTS)?What is the minimum viable brand system you can maintain?Choose file to upload instead or as well (up to 5 files) Save & ResumeHOW: Design principles + proofTry to answer a coupleWhat design principles should guide every decision (7–12 rules)?What proof will we show routinely (process, people, place, results)?Save & ResumeWhat does “done well” look like in execution (examples you admire)?Choose file to upload instead or as well (up to 5 files) Save & ResumeHOW: Service + value articulationTry to answer a coupleHow do you want to make a difference to someone’s life and in what way?How are you going to be of service and create value?Save & ResumeHow do you help your clients?What problems are you trying to help your clients solve and why? Clearly describe the problem your audience is facing in simple language…Choose file to upload instead or as well (up to 5 files) Save & ResumeHOW: The buying moment (triggers)Try to answer bothWhat tends to trigger purchases? these are examples: • after visiting a place • moving house • renovating/decorating • milestone birthday • wedding/anniversary • grief / remembrance • Christmas • “I need something that feels like me”What are 3–5 common situations that trigger interest or purchase?Choose file to upload instead or as well (up to 5 files) Save & ResumeSubmit