The Digital Wealth CEO

Before we build your brand

This is the part that does the heavy lifting. Everything I make for you, the positioning, the voice, the palette, the wordmark, comes out of what you write here. The more honestly you answer, the less it will look like everybody else in your space.

It takes about twenty five minutes if you do it in one go, but you do not have to. Your answers save in this browser as you type, so you can close the tab and come back to it on the same device.

Nothing is sent until you press submit at the end. There are no wrong answers, and "I don't know yet" is a real answer that tells me something useful.

Section 1 of 8 Saved
Section one

You and your business

The admin bit. It is short, I promise.

This is where I will reply, so double check it.
If you have not decided, say so. I am not naming it for you, that sits outside this piece of work, but it helps me know where you are.
Paste whatever exists, even if you are not proud of it. Especially if you are not proud of it.
Section two

What you are actually selling

The thing this brand has to carry.

Describe it the way you would to a friend, not the way the sales page describes it.
Be specific and be checkable. "Feel more confident" is not it. "Has a lead magnet written and live" is.
Even if it is vague. A brand built for one product ages badly if three more are coming.
Section three

Who it is for

This is the section that decides whether the brand lands or floats. Take your time here.

One person, not a demographic. Her age, her situation, what her week looks like, what she does for money right now.
What would she type into Google at eleven at night when nobody is watching?
This matters more than most people expect. It tells me what she is sceptical of, which tells me what your brand must not sound like.
Section four

Everyone else

I need to know the room you are standing in before I can work out how you stand out in it.

Links or handles are ideal. They do not have to be big, just close to what you do.
You are allowed to admire people you compete with.
Not better, different. What can you say about your product, your background or the way you work that none of them could copy by tomorrow morning? If the honest answer is "nothing yet", write that, because finding it is part of what you are paying me for.
Be blunt. Name the thing that makes you scroll past. This is one of the most useful answers on the whole form.
Section five

Why you

Positioning comes from something true. This is where I go looking for it.

Qualifications count. So does having got it badly wrong first. The second one is usually more interesting.
If nothing comes to mind, what annoys you about how your industry behaves?
Section six

How you sound

Tone of voice is mostly a set of decisions about what you refuse to say.

Your actual verbal tics. The things friends would recognise as yours.
Anything from industry jargon to a word you have simply gone off. No justification needed.
Pick the closest, even if none is perfect.
Section seven

How it should look

Words are more useful to me here than colour codes, but paste those too if you have them.

Not what it sells. How it feels to be near it.
Say why, if you can. "No pink, everyone in my niche is pink" is far more useful than "no pink".
They do not have to be in your industry. Paste links.
Logo, colours, fonts, a site you are not ready to replace. Tell me what is fixed and what is up for grabs.
Section eight

Practical bits

Nearly done.

Most do. Some restrict what you can pass on to buyers. Worth knowing before we start rather than halfway through.
A launch, a deadline, a date you have already told people about.
The thing you almost did not mention is usually the useful one.

What happens next. I read this properly, then come back to you within two working days if anything needs unpicking. The work itself is two weeks from the day everything is in.

What is not included at this stage: naming, a full logo mark exploration, brand architecture, or a sixty page guidelines document. You get a wordmark, a position, one audience, a messaging framework, tone of voice, palette and type, and a six page reference document you can actually use.

That is in. Thank you.

Your answers are with me. I will read them properly rather than skim them, and I will come back to you within two working days if anything needs a second pass.

You can close this now. If you want a copy of what you wrote, download it below and keep it somewhere safe, because it is a useful document in its own right.