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How do people view or relate to your current brand? How would they describe your vibe, spirit, or company personality? (i.e. locally relevant, necessary evil, best in class, etc.)

What is the biggest misconception non-customers/customers have about working with you?

Why would a customer choose you over a competitor (past and future reasons)?

How have you made your customer feel in the past and how do you want them to feel in the future?

What are your customers' biggest challenges?

A company's job is to sell products, create jobs, but also has a responsibility to its customers and community. How do you feel about this statement and how does it apply?

What is unique about your product or service? Do you have a selling position, value proposition or points of difference? Do you consider your product/service to be average quality? High-end? Cost effective? What is your specialty? How does it fit in the marketplace?

What is your brand promise? What is the experience a customer can expect every time they interact with your company?

What is your tone of voice? Personality? If your company was a person, what types of things would they say? How would you define your brand as a person?

What is the emotional vibe for your brand? What adjectives would you use to describe it?

What is one thing you wish to be known for? What would you want your overall image to be?

How are most people going to consume or come across your brand? (Website, Social, People, a Logo)?

What is your purpose? Why do you get up everyday? How does this impact the world?

What are the (core) values of your company? Are they reinforced and important or simply jargon?

What is your ideal vision for your company in 5, 10 years? How will people live differently if your company is successful?

Why do people buy from your competition? What are your competitors known for (against each other vs you)? What do they offer customers that you can't or won't?

What are your competitors saying? Taglines and core values that stand out.

What other factors create competition? What else would deter a customer from buying from you?