Locs So Gorgeous Brand Development
Please take your time and ponder these questions deeply. Get into a zone, prepare the space for inspiration. Fix a good cup of tea or coffee, get out your favorite journal, play subtle comforting music in the background. Whatever you do for inspiration... As you ponder the questions, journal any exciting, concerning, confusing, triggering, inspiring thoughts. Then, answer them on the form with as much detail as possible. There's no such thing as too much during this phase of development. Every bit has significance in some way. 
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What is your WHY? Why this, why you, why now? Be clear about the driving force behind why you are doing what you do
Mission - This is the purpose of your company + the value your services bring to your customers + community 
Vision- articulate your long term goals for the company in a concise statement
Core Values (guiding principles) - the founding beliefs you uphold; these are principles on which you stand and operate your business
Target Audience - those you want to attract and serve; think of the ideal client and how you want to transform them through your services
Create your Client Avatar - this is a written detailed profile of your ideal client, who they are, where they come from, their back ground, their interests, their desires, their pain points/struggles, age, gender, etc. The more specific the better...
Create your Brand Avatar - similar to the Client Avatar, this is a written detailed profile of your brand personified; this is the person that solves the issues of your client's struggles, age, gender, personality, interests, communication style, attitude, voice, etc. This will help develop how your brand FEELS and brings clarity to your delivery, the way you communicate and how you serve
What is your BIG PROMISE? - this is what you plan to always deliver on. 
USP/UVP - Define your unique selling position/unique value position, what sets you apart from others in your industry, what is unique to you, that which is different about what/how you provide.
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