Branding Troubleshooting Worksheet This form helps you start to trouble shoot if you have issues with your brand and what they might be. Name First Last Email Website (please include whatever you use as a main website for customers) Do your clients recognize your logo and/or business name when it is by itself? Yes No What is your mission statement/tagline? Can your clients recite your mission statement or tagline? Yes No Why do you think they can’t recite it? They never heard it before I say it enough, but they still don’t know it I change it a lot They recite my old one, but the new one never stuck Other Are your message and visual elements consistent internally amongst you and your team/other locations? (Think about your uniforms, office or store décor, anything that only an employee or franchisee would know about). Yes, my message matches my uniforms, store/office décor! No, everything is really disjointed and looks like multiple businesses No, we’re close, but we pivoted/merged and now nothing really matches the message Other Is your message and visual elements consistent to your active clients? (Think about your business cards, brochures and the things only an active client would see) Yes, my message matches all of my client collateral like my website, brochures and business cards No, everything is really disjointed and looks like multiple businesses No, we’re close, but we pivoted/merged and now nothing really matches the message Other Is your message and visual elements consistent across all of your advertising? (Think about everywhere you advertise do they look and sound similar whether its online or offline) Yes! my message matches all my advertising No, I’ve tried a lot of advertising strategies and nothing matches at all No, What I sell is different from what you see in the advertising Other Can people tell what you do from outside clues like your visual or written elements? Yes, it’s pretty obvious from what I say and show people No, it’s not obvious at all from what I say and show people Do you get potential clients asking you the same question about what you do over and over? (For example, asking or assuming you offer something you don’t offer) This Never Happens This Happens Sometimes This Happens All Time Estimate how much of your business is made of repeat customers 0 – 30% 31-50% 51-70% 71-80% Over 80% Other If you wanted to, could you reproduce everything about your business in a second location even if you weren’t running it? Yes, I could if I wanted Yes, I have done it Maybe, Parts of it I could reproduce and parts of it I can’t Maybe, and I really want to do that eventually! No, I definitely couldn’t Other What’s your revenue like? Think about the past 6-12 months. Extremely Profitable (all bills and employees paid monthly with plenty of funds left over) Some Profit (all bills and employees paid monthly, but there’s not much funds leftover) No profit, breaking even (all bills and employees paid monthly, nothing leftover) Income Rollercoaster (some months there’s a lot of money coming in and other months nothing at all) Losing money (I’m struggling to pay everyone each month) Δ
