The Corporate Brand Identity Checklist:
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Vision Statement
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What are your most Important products and services?
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What products and services will you never offer?
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What is unique about doing business With your brand?
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How would your customers describe your brand?
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Where do you want your company to be In five years?
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Mission Statement
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What are the specific market needs the company exists to address?
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What does the company do to address these needs?
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What are the guiding principles that define the company\'s approach?
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Why do customers bug from you and not your competition?
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Essence
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When your customers experience your product or service, what emotions does the encounter elicit?
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If your brand was a person, how would you describe their personality?
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Personality
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Are you lighthearted and fun?
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Are you serious and all-business?
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Are you down-to-earth?
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Are you playful?
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Other.
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Position or Value Proposition
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To whom are you speaking? (Target market, demographic, and persona)
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Which market segment does your product or service serve?
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What Is your brand promise? (Both rational and emotional)
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Why is your product or service different from the competition, and why should your customers care?