Tell us your brand’s story, from its founding to the present. What was its purpose?
When did each sub-brand (spa, restaurants) become a part of the business?
Tell us about the Kingfisher Resort, Pacific Mist Spa, Ocean7 Restaurant, and AQUA Bistro & Wine Bar.
List words that don’t describe your brand.
Describe the misconceptions surrounding your brand.
Describe your target audiences in terms of gender, age, education, and income.
List the material, psychological, or emotional benefits.
Describe your local competitors as well as those nationally and internationally.
Regardless of location or industry, which brands strike you as admirable and impressive?
How are you different from/better than your competitors?
Name three times that are unique to your brand.
Do you have a disadvantage in your industry?
Where do you want to see the brand in 2, 5, and 10 years’ time?