Do you have a logo for your brand? *

No

Yes, one basic logo

Yes, plus variants (e.g. icon, vertical/horizontal)

Yes, and I have usage guidelines for when and where to use each

Do you have consistent brand colours? *

No, I just pick what looks nice

I have a main colour I usually use

I have a defined colour palette

I have a colour palette with HEX codes + accessibility contrast in mind

Do you use brand fonts consistently across your content? *

No

I reuse similar fonts but not very intentionally

I have a couple of brand fonts I try to use

I have a primary and secondary font defined and used consistently

Do you have a visual system for social media (posts/stories/reels)? *

No

I wing it in Canva each time

I use a few saved templates

I use a full set of on-brand templates that save me time

Do your brand visuals look consistent across all touchpoints? (social, website, packaging, etc) *

Not really

Somewhat

Mostly

Yes, everything feels visually cohesive

Do you have a brand photography style or content aesthetic? *

Not really

I have a vibe but no defined style

I stick to a loose style or filter

Yes, I have a defined style/photography guide I follow

Do you have your brand visuals documented somewhere (logo, colours, fonts, photography)? *

No

Some notes saved in files or Notion

A rough visual guide

A full brand guideline doc or brand board

Section 2: Brand Personality

Now let’s talk about your brand’s personality – how it sounds, feels, and connects with your audience.

Have you defined your brand’s tone of voice? *

No

I use my personal voice

I have a rough idea of how I want to sound

Yes, I’ve written down my brand tone and reference it often

Do you have a list of brand values? *

No

I could list a couple off the top of my head

Yes, I’ve identified them

Yes, and I use them to guide my content + decisions

Do you know how you want your brand to make people feel? *

Not really

I have a general idea

Yes, I could name 2–3 emotional keywords

Yes, I’ve designed my visuals/content specifically to evoke those feelings

How well does your content reflect your personality? *

It doesn’t really

Sometimes, when I remember to add it in

I try to let my personality come through

My content always sounds and feels like me

Are your values and personality obvious to someone visiting your profile/website? *

No

A little, if they dig

They probably get the gist

Do you use storytelling or real-life experiences in your content?

Not yet

Occasionally

Often, but not consistently

Yes, storytelling is a key part of my brand personality

Have you described your brand as if it were a person? (i.e. brand archetype or brand traits)

No

I’ve thought about it casually

I have some personality traits in mind

Yes, I’ve defined it clearly and use it as a brand compass

Section 3: Brand Strategy

Let’s talk about your strategy – the framework behind you business communication

Do you have a clearly written mission statement?

No

I’ve written a few drafts

I have one but it needs refining

Yes, and it guides what I say and do

Have you defined your target audience?

No

I have a vague idea

I know their general traits and struggles

I have detailed personas or descriptions of who I serve

Do you know what makes your brand stand out from others offering similar services?

Not yet

I’m working on it

I have a general idea

Yes, and it’s clearly reflected in my content

Do you have content pillars or themes you stick to?

No

I post what feels right in the moment

I have a few categories I try to stick to

Yes, I use strategic content pillars to plan my posts

Do you have goals for your brand content? (e.g. visibility, connection, leads)

Not really

I have a few vague goals

I have defined goals

I track my goals and adjust strategy accordingly

Do you have a clear brand story that ties everything together?

No

I share bits and pieces

I’ve mapped it loosely

Yes, and I use it to connect with my audience across platforms

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