Birdhouse Websites & Designs

Brand
Workbook

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Brand Workbook

Please complete this brand workbook as Birdhouse Websites & Designs will utilize this data gathered here for your brand and design strategy.

Step 1 of 12

Your Information
Company Name*
Primary Contact*
First Last
Phone*
Email*

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Company Overview
In one sentence, what does your company do?
What is your value proposition?
What are your company's core values?
What is your company's founding story?

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The Competition
Let us know about your competition below.
Name of First Competitor
What are the strengths of this competitor?
What are the weaknesses of this competitor?
Name of Second Competitor
What are the strengths of this competitor?
What are the weaknesses of this competitor?

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Industry Positioning
Tip: Use the + to add more items to a list
Why should your consumers choose you over the competition? Why?
Reason 1 Reason 2 Reason 3
What industry trends do you see as valuable to your company? Why?
Reason 1 Reason 2 Reason 3

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Target Audience
Create a hypothetical customer who would represent your target audience.
Gender Age Income Marital Status Profession Any Children?
What do they do for living, or what stage of life are they in?
Where do they live?
What kind of books, movies, or TV shows do they enjoy?
What kind of hobbies are they interested in?
What do they do to splurge on to reward themselves?

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Your Customer's Buying Habits
What is important to your customer when choosing a product? (i.e. eco-friendly, non-GMO, safe for pets, etc.)
Why wouldn't this customer buy your product?
What's their favorite automotive brand?
What's their favorite clothing brand?
What's their favorite big-box retailer?
Great! That gives us some really awesome insight on who your target audience is. Let's move on to more about you...

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Brand Aesthetic
What brands inspire you? Why?
Which competitors do you think do a great job? Why?
What websites do you love? Why?
What packaging do you admire? Why?
What brand's social media accounts inspire you? Why?

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Brand Styles & Attributes
From 1 -10, where does your brand fall on this sliding scale?
Traditional vs Trendy
Classic vs Modern
Boutique vs Mass Market
Playful vs Serious
Mature vs Youthful
Feminine vs Masculine
Elevated vs Attainable
Sophisticated vs Informal
Loud vs Quiet
Bold vs Calm/Quiet
Energetic vs Calm
Nature vs Sleek

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Retail + Social
Where do you see social coming into play during the consumer's purchase process?
Do you utilize user-generated content? If you would like to, how would you like to do so?
What is your preferred approach to balancing product within content?

(i.e. do certain product lines get featured more than others based on business prioritization)

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Social Media Process
What brands do you admire on social media?
What do you perceive as your social media strengths?
Where are the pain points in your social process?
What are your objectives for social media within the next year?
Advertising
What are your goals for advertising on social and digital media?
What is your social and digital paid placement budget for the current year?

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Reporting
What tools for social and digital reporting do you use, if any?
What role does reporting play for you in social, digital, and in your business overall?
Who will you be sharing reports with?
Public Relations (PR)
Have you made any investments in PR?
- Yes
- No
- I'm not sure
With who, when, and how was that executed?
How well do you feel they performed for you?
Do you plan to make any investments in PR this year?
- Yes
- No
- I'm not sure

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Consent*
Consent terms and policy agreement here. Some terms, conditions, etc.
I agree to the privacy policy.
Phone
This field is for validation purposes and should be left unchanged.

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Birdhouse Websites & Designs

We take the pain out of planning, designing, building, and deploying your next website project. We’re a one-stop-shop that offers an array of solutions from eCommerce and selling online, to custom designs and integrations, search optimization, and web security / site maintenance.

Questions? Contact Us!

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Birdhouse Websites & Designs

Brand Workbook

Brand Workbook

Step 1 of 12

Your Information

Company Overview

The Competition

Industry Positioning

Target Audience

Your Customer's Buying Habits

Brand Aesthetic

Brand Styles & Attributes

Retail + Social

Social Media Process

Advertising

Reporting

Public Relations (PR)

Birdhouse Websites & Designs

Brand
Workbook