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Part One: Your Brand Brain
Answer every prompt as your brand is right now, not the version you're planning. At the end of each section, use the decision checkboxes: Keep as is, Needs refinement, or Rebuild. Those answers feed directly into Part Six.
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1.1 Brand Vision
Why this brand exists, in the version that's actually true.
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If your brand disappeared tomorrow, who would miss it, and what exactly would they lose?
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What three words do you want a stranger to use describing your brand to a friend, having never tried it?
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Now be honest, what three words would an actual customer use today? Where's the gap?
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What assumption in the skincare industry does your brand reject?
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Designer note. If you can't answer the last one yet, that's worth sitting with. Every brand that grows past the founder's own following has one thing it refuses to accept as just how skincare marketing works.
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Decision field — Brand Vision clarity
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1.2 Ideal Customer
Not a demographic. The actual person buying from you on a normal Tuesday, for a real reason.
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Walk through an ordinary day for this customer. Where does your brand actually fit into it?
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What have they already tried before finding you, and why didn't it work?
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What are they quietly frustrated by that they wouldn't say out loud to a stranger?
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What's the real reason they'd choose a competitor over you: price, trust, timing, or did they just not know you existed?
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Customer Profile Card
Name or persona — e.g. Amara, 29
Age range
Where they spend time online
Budget range for this category
What finally made them buy — Pull from a real DM or review.
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Designer note. That last field matters more than the other four combined. A guessed answer means the positioning, the tone, and the hooks built on top of it are guesses too.
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Decision field — Ideal Customer clarity
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1.3 Brand Positioning
Myth: positioning means figuring out who your customer is. Truth: strong skincare brands don't compete inside the category, they redefine what the category means to a specific customer.
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Name three to five brands your customer would consider instead of you. What do they all have in common?
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What do you currently say in captions or on your product page that a competitor could copy word for word tomorrow?
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Now name the one thing about your formula, ingredient, or process they structurally cannot copy.
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One-Sentence Positioning Statement
For [who it's for], [brand name] is the only [category] that [what's unique], because [why you believe it].
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Decision field — Positioning clarity
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<aside> 4️⃣
1.4 Tone of Voice and Brand Persona
This is the section that keeps every caption, hook, and comment reply sounding like the same brand, even on a day someone else is writing them.
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