Brand Direction Worksheet

Most businesses try to get louder before they know what they’re saying. They post more, run a sale, redo the logo, and still nobody can say what they’re known for.

This worksheet fixes that by starting at the end. Grab a pen and answer the four questions in order. Don’t skip ahead.

Question 1: what does a win look like in three years?

Be concrete. What has to be true for you to say it worked?

• “We’re fully booked six weeks out, and we’ve stopped discounting.”
• “We’ve opened a second location in the northern suburbs.”
• “Most new clients come from referrals and Google, not from me chasing them.”

Your answer:

Question 2: what would customers need to think of you?

For that win to happen, what’s the one thing people should think of when they hear your name? One thing, not five.

• “The best ramen in Perth, worth the queue.”
• “The electrician who turns up when they say they will.”
• “The clinic that explains everything before you pay.”

Your answer:

Question 3: what would they need to see from you every week?

Nobody believes a claim. They believe what they see again and again. What would you have to show, week after week, for that reputation to stick?

• Film the kitchen every week so people see the care.
• Post a job-day video showing the before, the work and the tidy finish.
• Answer one common patient question on camera every week.

Your answer:

Question 4: what’s stopping you starting this month?

This is where it gets practical. What’s in the way of Question 3? Usually it’s one of these:

• No time to film or post
• A website that doesn’t say any of this
• Photos that look nothing like the business today
• Not sure what to say on camera

Your answer:

Turn it into one sentence

Fill in the blanks and stick it somewhere you’ll see it:

We want to be known for [Question 2], so every week we [Question 3]. First, we’re fixing [Question 4].

That sentence is your brand direction. Check every post, page and photo against it. If something doesn’t move you towards it, it can wait.

Where to next

• Work out how to say it differently from everyone else with the Stand-Out Worksheet.
• Want help turning it into a brand people recognise? See Branding.