Creating a Brand

Ces Loftus at www.creativelyminded.com has a different approach to building a brand image. I thought you might be interested in seeing a work in progress.

Questionnaire for The Sussex House Party Brand Image

Creatively Minded
What is the The Sussex House Party brand promise?
The core value proposition of the The Sussex House Party brand and the over all experience your clients will receive from your brand. A summary of your brand personality.
Identify the brand promise elements which apply to your different target market groups.

Sussex House Party
The Sussex House Party is where your muse is begging you to play. Relaxed, informal and aching with inspiration in the middle of really rural Sussex, there’s nothing to do but eat, drink, write and play.
We’re about welcome, wine and whatever comes along.

CM
What is the The Sussex House Party brand mission statement?
The integrity and core character of your brand. What you will achieve and how.

SHP
We’ll teach you to relax and to write
We’ll introduce you to people who inspire you
We’ll get your juices flowing
We’ll publish your work on our site and hook you into a community of people you want to be like

CM
List the The Sussex House Party services. Explain the need/desire your client may have and how you can fill that need.

SHP
Space, time, good food, writers, arty people.
Life’s too busy, too formulated, too heady for words. We give you the time and the space to remind yourself of who you are, who you were and who you want to be

CM
What is the The Sussex House Party brand strategy?
Regarding your brand position in the market. Tell us how you want the The Sussex House Party brand to be perceived and recognised. Planned applied branding, PR/Marketing to help you achieve the market position you want.

SHP
We want to be known as the new Bloomsbury Set, a network of arty people who love to play and to inspire each other. We want to be spread by words - of mouth and in the press. We want to be associated with new ideas and creative takes on life and business. We want to help business people remember their unique personalities and to take them back to the workplace to make their work and their lives better. We want to be the ones who make people who have fallen asleep at their desk wake up and remember what they can do.
We want them to come to us. We’ll cuddle them back to life.

CM
Who are your target audience? Describe the people you want to help. Their industry genres, character and the specific need/desire you can provide for. Please clarify the industries / job titles / likes / dislikes / feelings of your target market - identified as their separate groups. Think about emotion and what they are lacking that you can provide plus how they will feel having experienced your brand.

SHP
Marketing, PR, copywriters, brand managers, creatives, academics, people who write all day but have forgotten how to have fun with words.

CM
Describe your Niche market / specialist angle.

SHP
Rural, professional, academic, experience, chilled out, tried and tested, genuinely relaxing, wearing the t-shirt…

CM
Describe your Credibility, why should potential clients come to you?

SHP
See above

CM
Any colours, symbols and styles that you want to be considered. For example key words such as Bold, Modern, Simple, Professional, Forward Driven and so on.

SHP
Colours: nature – green leaves, berry reds, cherry blossom, apple white, purple skies, firepit orange

CM
Any colours, symbols and styles that you want to avoid?

SHP
Black, white, magnolia

CM
How do you want your target audience to feel after looking at your Brand Image?

SHP
Refreshed, smiling, inspired

CM
What would be the ideal response and result from your target audience?

SHP
Booking a retreat, telling their friends, hiring a party here, spreading the word into their workplace

CM
How do you want your clients to feel after taking up your service?

SHP
Inspired, ready to change the way they work, passing it on, inspiring others

CM
Who do you see as the main competitors for the The Sussex House Party brand?

SHP
Arvon Foundation

CM
List any web sites / brand images of main competitors.

SHP
http://www.arvonfoundation.org/p1.html

CM
Do you have a slogan / tag lines, or a key benefit message you would like to communicate through a new slogan?

SHP
See above? ‘Where your muse loves to play’