What is your business hoping to achieve with this activity? What is the purpose?
Is there a problem you are trying to solve or a new opportunity you are looking to leverage?
Why does your business exist? What does it do? Is there anything we should know about the history of your activities?
Does a brand positioning already exist we should work towards? Would you like us to create you a new one?
Who are we talking to? Is there a difference between your current audience and your aspirational audience?
How do your audience currently
THINK about you?
FEEL about you?
DO with you? & how do you want them to?
How are you measuring the success of this activity? Are there any key KPIs in your mind?
Who are we up against in the market? And how do we stack up against them? Are there things they do better?
What are the 3 biggest challenges in your mind to this activity being a success?
Are there any mandatories we have to be aware of? Messaging, logos, channels, talent, etc?
Are there any existing relationships we should be aware of?
Do you already have channels in mind? Is there an existing media plan? Or would you like us to take the lead in suggesting an approach based on the audience?
Is there any work in market that you absolutely love? It can be your own or a different brands.
Please give an indication of budget available for this activity as well as any incremental that it is possible to unlock.
When does this work need to be in market? Are there any internal timelines we need to hit?
Are there any existing brand documents you think we should see?
We miss anything? Is it imperative to feature anything or any builds on anything above? Curve balls?