YOUR PURPOSE
A brand’s purpose is the fundamental reason it exists beyond making money. It reflects the positive impact the brand aims to have on the world.
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To entertain the world by providing outstanding content that connects with audiences
and brings joy to their lives.
To drive product innovation, create compelling experiences, and engage athletes
to push their limits.
To create the most compelling electric vehicles and energy solutions, driving the transition
to sustainable energy.
To murder your thirst with the healthiest beverage possible while helping
to kill plastic pollution.
THE MISSION
A brand’s mission is a statement that defines the company’s objectives and approach to reach those objectives. It outlines what the company aims to achieve in the short to medium term.
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To entertain the world with compelling, innovative storytelling and exceptional content.
To bring inspiration and innovation to every athlete in the world.
To accelerate the world’s transition to sustainable energy.
To make health and sustainability both fun and irreverent by providing a bold alternative to sugary and plastic-packaged beverages.
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YOUR VALUES
Brand values are the core principles and beliefs that guide a company’s behaviour and decision-making. They shape the company’s culture and define how it interacts with customers, employees, and the broader community.
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Judgment
Make wise decisions despite ambiguity
Communication
Share information openly and pro-actively
Curiosity
Learn rapidly and eagerly
Courage
Take smart risks and challenge the status quo
Passion
Be determined to make an impact
Integrity
Be known for candor and authenticity
Sustainability
Promote sustainable practices for a better world
Community
Foster a sense of community and belonging
Inspiration
Inspire everyone to achieve their best
Innovation
Seek to be a leading force in creativity and innovation
Diversity
Embrace and celebrate diverse backgrounds and perspectives
Innovation
Continually push technological boundaries
Sustainability
Commit to creating environmentally friendly products
Customer-centricity
Focus on delivering an outstanding customer experience
Integrity
Maintain honesty and transparency in all activities
Excellence
Strive for exceptional performance and quality
Environmental Responsibility
Commit to reducing plastic waste and promoting sustainability
Health Consciousness
Provide a healthy alternative to sugary drinks
Humour and Irreverence
Use humour and a bold attitude to make a positive impact.
Innovation
Continuously develop creative solutions to environmental and health challenges
Transparency
Be open and honest about our products and practices
ABOUT THE BRAND
Brand Personality - How would you describe your brand?
What are the strengths of your brand?
Who are your competitors? - 3/5 Examples
What are some weaknesses?
What sets you apart from the competition?
What value do customers get from your brand/product/service?
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ABOUT THE AUDIENCE
Who are your primary target audience and what do they look like?
What are your primary target audiences age group?
Do you have a secondary target audience?
Is there a specific gender your brand speaks to?
What is it about your brand/product/service that attracts your target audience?
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ABOUT THE LOGO/IDENTITY
What is your current logo? No worries about quality – any logo image is fine.
What is the meaning of your current logo or even your brand name?
What do you like about your current logo?
What do you dislike about your current logo?
What are 3 words you want your audience to think of when they see your logo?
What are you looking for in your new logo?
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BRAND SPECTRUM
TRADITIONAL
MODERN
SERIOUS
PLAYFUL
SIMPLE
COMPLEX
EXCLUSIVE
INCLUSIVE
LUXURY
AFFORDABLE
FORMAL
INFORMAL
MASCULINE
FEMININE
QUIET
LOUD
ELEGANT
RUGGED
MATURE
YOUTHFUL
DESIGN PREFERENCES
Do you have any colour preferences?
What are your typography preferences
Sans-Serif
Serif
Cursive/Hand
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What type of logo are you looking for?
Abstract
Wordmark
Emblem/Badge
Monogram
Combination
Letterform
Pictorial/Icon
Mascot
DESIGN INSPIRATION
In your opinion, what defines a successful logo?
When looking at other brand’s logos, which do you like and why?
Finally, is there anything else you would like to add?
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