BRAND D I SCOVERY

wo r k book
 T HIS WORKBOOK I S
AL L ABOUT YOU AND
YOUR BRAND

It’s filled with thought provoking questions and exercises to get to the core of who you,
where you’re going and how to best get there. It’s the culmination of years of experience
creating brands that are authentic, lasting and intentional. Full disclosure: It’s hard work,
deep digging and requires sincerity. But it’s also fun, enlightening and offers you the
opportunity to fully explore the depths of your brand.

I could have made it a form and allowed you to sit, stiff at your desk, and complete it like a
tax return. But that’s not what we’re doing here.

We’re on a j our ne y - we’re s ea rc hi n g , d i g g i n g a n d be i n g ho n e s t.

So here’s my suggested method: print this out, grab your favourite pen, lose the phone,
pump your favourite playlist, pour yourself a glass of wine and start filling this bad boy out.

WWW.FRECKLEDDESIGNSTUDIO.COM
B U T, FIRS T
TH I NG’S FIRST
YOUR BRAND IS NOT YOUR BRAND STYLING

It’s the core and perceived image of your business; the emotional connection your client
feels when engaging with you on a digital or social level; the tone of your voice in your
phone conversations and blog posts; your marketing strategy; sometimes even your
wardrobe.

Your brand i s wh e re i ma ge ( t h a t’s o n m e ) m ee ts

experience ( t h a t’s on you) .

Working through these exercises will help you figure out what you want that experience
to be. It will unfold your beautiful story and create an authentic and lasting brand by
defining your core, vision, values and tone of voice.

You’re image is your brand styling and that’s on me. That’s the design and crafting of your
colours, logo, typeface and all supporting elements to add richness and depth to your
brand. It’s the visual story-telling of your brand and I’m going to translate your answers
and inspiration into a visual style. We’ll use it as a launchpad into your brand styling.
 L ET'S GE T RE AL
A SHORT QUESTIONNAIRE TO DEFINE WHO YOU
ARE, WHAT YOU DO BEST AND WHERE YOU'RE
GOING
 BRAND DISCOVERY WORKBOOK LET’S GET REAL 5

What is your name? What does your business day consist of?

Try to list these activities in order of your time they

use, most to least.

What is your business name?

What is the meaning behind your chosen name?

Do you have a tagline? What activities do you enjoy the most and would
If so, would you like it stated alongside your logo? like to do more of?

What is the product or service you offer?

What are your customers | clients asking for more

of?

What would you be happy to never do again?

 BRAND DISCOVERY WORKBOOK
What makes your business unique? What do your
clients love about collaborating with you?
What do you want your new brand identity to
accomplish?
Pushing for more sales, sharing your brand with a
larger audience, attracting your dream client, etc?
What are your business goals?
1 year:
3 years:
7 years:
LET’S GET REAL 6
Who are your competitors?
This allows me to have a better understanding of your
market & competition. I want to ensure your brand is
totally you, embodying your unique story and values,
steering clear of any look-a-like or copycat brand
identities.
What’s your elevator pitch? Make sure to include
who your ideal audience is, what your business has to
offer, as well as how they benefit from your service/
product in 30 seconds or less.
What problem does your dream client have that
you’re offering the solution for?
 BRAND DISCOVERY WORKBOOK LET’S GET REAL 7

What 10 adjectives would you use to describe What are the words that should spring to mind
your brand? when your client sees your branding?
What adjectives should they associate with your
1
visual elements?

2 1

3 2

4 3

5 4

6 5

7 6

8 7

9 8

10 9

How do you want your client to feel when

10
interacting with you? List at least 5 feelings.

1 What would you be doing with your business if

you know you couldn’t fail?
2 If there was no obstacles in your path to success and
if you had complete financial freedom? Who, what,
3 where? Be brave in your answer

9
 BRAND DISCOVERY WORKBOOK LET’S GET REAL 8

What three brands do you love? What is it that
draws you to them and how do they make you
feel? Are they fun & whimsical, clean & professional,
or elegant & sophisticated?
1.
Any additional details or creative considerations?
This is a collaborative project and your input and
feedback guides the design process to ensure that not
only are we both on the same page, we are unwrapping
your story and crafting something beautiful and
unique, that captures your dream audience and is
undoubtedly authentic.

Notes:

2.

3.