A good brand position will consider and reflect how key stakeholders envision the brand. The following is a successful template for helping stakeholders to define their vision for the brand:

1. What is the brand’s mission?

2. Describe the company’s business vision.

3. What is the best “descriptor” for The brand? A descriptor is a term used with a brand name to describe the category in which the brand competes, such as “online bank”.

4. What about your marketplace provides you with inspiration?

5. What are your aspirations for the brand in relation to competing brands?

6. What do you think are the most essential components of the company’s “DNA”?

7. Which brands in your industry do you most admire and why?

8. Which brands in any industry do you most admire and why?

9. What business models (in your industry or others) would you like to emulate and why?