See How PROJECT X Works β†’

Brand Story Template

Complete this interactive worksheet to define your brand positioning, ideal customer, and core messaging. Your answers will be compiled into a downloadable document.

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The Customer

Describe your typical customer

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Act as a business strategist. Help me clearly describe my current typical customer in plain language. Focus on who they are, what they buy, and why they come to me. Ask me only one question at a time to keep this simple and focused. Keep it practical and concise.
No
Yes
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The Solution

What is the solution?

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Help me explain my solution in simple terms. Describe what I offer, how it works, and why it directly solves the customer's problem. Ask me only one question at a time to keep this simple. No buzzwords. Write this so a normal person would understand it.
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The Results

Projected results?

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Based on the problem and solution, list realistic results a customer should expect. Focus on outcomes like revenue, time saved, efficiency, clarity, or reduced stress. Ask me only one question at a time to keep this simple. Avoid exaggerated claims.
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The Problem

What is the problem?

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Based on my business and customer, help me clearly define the core problem my customer is dealing with that they actively want solved. This should be a real, painful, day to day problem, not a vague marketing issue. Ask me only one question at a time to keep this simple. Keep it specific.
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Ideal Customer

Describe your ideal customer

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Help me define my ideal customer, even if it is different from who I work with today. Focus on who I want more of, who is profitable, and who is easiest to serve. Ask me only one question at a time to keep this simple. Be honest and specific.
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Changes?

What has to change about your business for you to attract this type of customer?

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Based on my ideal customer, help me identify what must change in my business to attract more of them. This could include pricing, positioning, messaging, services, or internal processes. Ask me only one question at a time to keep this simple. Keep it realistic.
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The Pitch

Your one-sentence positioning statement

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Help me complete this sentence clearly and cleanly: You are [what you do] who helps [who you help] with [the problem or service], getting them more, better, or additional [specific outcome]. Ask me only one question at a time to keep this simple. Give me one strong version, not multiple options.
You are
who helps
with
getting them
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Hurdles

What is stopping you from making those changes today?

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Help me list what is actually stopping me from making these changes today. Focus on real constraints like time, money, fear, systems, or uncertainty. Ask me only one question at a time to keep this simple. Avoid generic answers.
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