1. What is your Unique Selling Point (USP)?

What is so special about your business? What sets you apart from your competitors? What do you do differently? Why should people chose you over your competitors?

2. How can you explain your business in a sentence or two?

You’ve got 30 seconds to explain your business to someone that has no knowledge of it. How can you sum up your business in a sentence or two?

3. Who is your target market?

Who are you targeting in your marketing? You should be targeting a very specific group of people. You will have customers outside of your target market, but your marketing should be designed to speak to a specific group of people. ‘Socially and environmentally conscious females in their 40-50s with annual salaries of $150k+’ is a target market. ‘Everyone’ is not a target market!

4. What are your brand colours?

These are the colours that dominate your brand. They should be in your logo, website and marketing materials. They should be the dominant colours in your social media images. You can use other colours too, but your brand colours should be included whenever possible. I recommend having 1-2 main brand colours and 2-4 secondary brand colours, for a total of 4-6 colours.

5. Why do you do what you do?

Why are you in business? What’s your story? What motivates you? What’s your ‘why’?

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