The Plan
This task collects responses to five specific questions about the business’s identity, clients, and value proposition. These responses are used to craft a brand story — a narrative that defines what makes the business uniquely valuable and positions it as a clear authority in its market.
Why This Matters
Businesses that rely on generic attributes — such as fast service, competitive pricing, or being licensed — often blend in with competitors. A brand story creates distinct, memorable positioning that resonates with the ideal customer.
This narrative is applied across all marketing assets — including ad copy, business listings, website content, and AI agent scripts — ensuring consistent and compelling messaging across every touchpoint.
The Brand Story Questionnaire
There are exactly 5 questions. All 5 are required.
Question 1: The “Success Metric”
Defines what a meaningful outcome looks like beyond closing a deal. Focuses on the real-world transformation experienced by the customer after the service is delivered.
Question 2: The “Specialist Edge”
Identifies a specific capability, insight, or approach that sets the business apart from general competitors in real-world scenarios.
Question 3: The “Smart Choice Origin”
Explains why choosing the business is the rational decision. This may include cost efficiency, strategic advantage, or another clear benefit.
Question 4: The “Client Archetype”
Describes the type of client or situation where the best work is delivered. Focuses on real scenarios and behaviors rather than generic demographics.
Question 5: The “After Photo”
Captures what clients would say about the experience after time has passed. Focuses on the lasting impression or emotional differentiator beyond the service itself.
The Client Archetype, After Photo questions, and What Happens Next section.
What Happens Next
The team uses the submitted responses to craft a brand story.
The brand story is then applied across all marketing materials, including ads, listings, website content, and AI agent scripts.
Frequently Asked Questions
How long should the answers be?
There are no strict length requirements. Specific and clear answers produce stronger outcomes than longer but vague responses.
Can responses be changed after submission?
Once submitted, the To-Do cannot be modified.