HubSpot

The Corporate Brand Identity Checklist:

Checklist

• Vision Statement

• What are your most Important products and services?

• What products and services will you never offer?

• What is unique about doing business With your brand?

• How would your customers describe your brand?

• Where do you want your company to be In five years?

• Mission Statement

• What are the specific market needs the company exists to address?

• What does the company do to address these needs?

• What are the guiding principles that define the company\'s approach?

• Why do customers bug from you and not your competition?

• Essence

• When your customers experience your product or service, what emotions does the encounter elicit?

• If your brand was a person, how would you describe their personality?

• Personality

• Are you lighthearted and fun?

• Are you serious and all-business?

• Are you down-to-earth?

• Are you playful?

• Other.

• Position or Value Proposition

• To whom are you speaking? (Target market, demographic, and persona)

• Which market segment does your product or service serve?

• What Is your brand promise? (Both rational and emotional)

• Why is your product or service different from the competition, and why should your customers care?