Clarity | Jamie Leigh

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In order to create a spectacular brand strategy that connects with and converts your most valuable people, we start by asking questions.

I strategically designed this questionnaire to inform the creative direction of our project.

I ask you to dig deep.

Look at your organization, market, and offerings from many different angles. It’s my goal to support you in connecting with what matters most to you with what matters most to your people.

That’s what makes success on your terms so much easier to achieve.

If you feel stuck or unable to answer a question, pause for a moment. Clear your mind and connect with how you want to feel after the project is complete.

I encourage you to approach each question with curiosity. If the answer still isn’t coming to you, skip the question and revisit it later. Sometimes other questions spark that creative “ah-ha” where you can circle back and answer it!

Your thoughtful, detailed answers will guide us throughout the project together.

When you have completed this document, I will expand on these themes and more in our first discovery meeting.

So essentially? This document is the foundation of our project.

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It is everyone’s dream to reach as many people as possible. We all want to change the world, right?!?

In real life, if you try to reach everyone you’ll end up reaching no one.

When you get extremely specific about your right person (target market, ideal client), you’ll create a much stronger message that will end up impacting far more people!

Before you answer these questions, take a moment to think about a REAL person that you most love working with, is most ready to work with you, will benefit most from what you offer, and has done the most good with the work you’ve done together.

That’s your Most Valuable Customer.
When I describe my MOST VALUABLE CUSTOMER by defining characteristics, such as gender, age, geographical location, profession, community and family unit, I would say they are…*
Describe where they live; what is their marital status, ethnicity; how do they make a living; who do they spend their time with?
What are they passionate about? What cultural shifts impact their life?*
What could they talk about all day long? What do they value? What magazines do they subscribe to? Organizations they volunteer for? Charities they give to? Political leanings? Favourite places to spend downtime? Exercise? Music? What really lights them up?
Who or what do they aspire to be? Who are their role models? Who or what do they follow?*
Who is your most valuable customer really inspired by? Who or what are they paying attention to?
At the core of their being, my most valuable customer is really longing for:*
What do they want more or less of in their life?

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This is where you get to DREAM BIG!

At the highest level, what is the purpose of your new brand, website, and digital strategy? What is your big WHY? Think: “To support folks to discover new and accessible ways to nourish their bodies.” Or “To inspire and nurture re-connection to the mystery of life through relationship with one another, nature, and creative expression”
If I had to sum up the purpose of my online presence in one sentence, I would say it is:*
What's your intention? Why do you want an online presence?
I’m really stoked about this project because it will allow me to:*
What really lights you up about this project? What goals would you like to achieve in 3 months, 1 year, and 3 years?
My purpose influences my goal of addressing this specific problem for my most valuable customer:*
How do you hope our work together will allow you to better support your most valuable customer?
I’m uniquely qualified to address that problem for my most valuable customer because:*
How do you address this problem differently than your competitors now or in the future?
I will invite my most valuable client to do these three things on my website:*
These are your top three goals. List the most important actions that you want your website visitors, future most valuable clients, to take in order of priority):

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My online presence will help my most valuable customer reach their goal of:*
What goal will your people achieve with the support of your brand?
I want to delight and surprise my people by:*
How can your brand add more joy for your most valuable customer? How do you put a smile on their face?
The key message that I really want my most valuable customer to know is:*
What do you want people to take away from their experience with you?

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What do you promise to your most valuable customers? Why do they follow you?*
Why does your current audience trust your brand?
Before they agree to your offer(s), people who just discover you will want to know:*
What do they need to know before they trust you with their most valuable assets: time, money, followship, etc?
When people interact with your brand how do you want them to feel?*
What feelings do you want your online presence to evoke? (e.g.: warmth, friendliness, reassurance, alive, energetic, comfort, or excitement. Sample brand attributes might include caring, honesty, humor, professionalism, intelligence, technological savvy, trendiness, sophistication, reliability, and/or trustworthiness)
And at no time when they interact with your brand should they ever feel:*
What feelings do you NEVER want your brand to evoke? (e.g.: urgency, dependance, scarcity, unworthiness, unhealthy, overwhelm, lacking, inequality, jealousy, oppression, dominance, etc)
For that reason, your website, brand, and digital strategy absolutely can not include any:*
Are there any design decisions that you don't want to see? Ex: pop-ups, countdown timers, specific colours, fonts, etc

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Who are your contemporaries and/or competitors?*
When looking for solutions to the challenges you support them with, who else could your most valuable client turn to?
What do your contemporaries or competition offer your most valuable customer?*
Those brands/offers/people/resources could provide your people with:
Have you deviated from the industry norm in any way?*
What makes you different? Your brand is unique and stands out from your contemporaries or competition because:
What makes you a perfect fit?*
Your most valuable customers know that your offering is better for them when they see:
How is your most valuable customer is positively impacted by your brand?*
Look through your testimonials for hints at ways that you work has helped clients beyond just results. What is it you do that impacts them in a positive way?

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Project Clarity Questionnaire

I ask you to dig deep.

This is where you get to DREAM BIG!