Who Am I and Why This Book Exists — Self-Reflection Worksheet
A note before you begin: This worksheet is your space to think, reflect, and be honest with yourself. There are no right or wrong answers. The more openly you engage with these questions, the clearer your brand journey will become. Take your time — and enjoy the process.
1
Your Story
Every great brand begins with a story. Before you can build a brand that feels authentic, you need to get clear on yours.
Q1. What inspired you to start your business (or think about starting one)?
What was the moment, feeling, or experience that made you think: "I want to do this for myself"?
Q2. What did you do before this? What experiences, skills, or knowledge are you bringing with you?
Q3. What was the biggest turning point in your career or life that led you here?
2
Your Why
Understanding your deeper motivation will become the foundation of everything your brand communicates.
Q4. Why does this business matter to you personally?
What would it mean to you to make this work?
Q5. Who do you most want to help, and why do you care about them?
Q6. In one or two sentences, try to describe what your business does and who it is for.
Don't overthink it — this is a starting point, not a final statement.
3
Brands That Inspire You
The brands you admire can reveal a lot about the kind of brand you want to build.
Q7. List three to five brands you genuinely admire (inside or outside your industry).
Brand Name
What do you admire about them?
Q8. What do those brands have in common? Are there any patterns?
Think about tone, values, visuals, the way they make you feel.
Q9. What one word or phrase would you love customers to use when they describe your brand?
4
Your Branding Challenges
Naming your challenges is the first step to overcoming them.
Q10. What is the biggest branding challenge you have faced so far, or expect to face?
For example: not knowing where to start, limited budget, struggling to stand out, unclear messaging.
Q11. What has stopped you from addressing that challenge up to now?
Q12. On a scale of 1–10, how confident do you currently feel about your brand?
Circle your answer when printed, or make a note below.
1
2
3
4
5
6
7
8
9
10
What would need to change to move that number up by two points?
5
Your Vision and Intentions
Q13. Where do you want your business to be in three years' time?
Think about customers, revenue, reputation, lifestyle — whatever matters most to you.
Q14. Which sectors or markets do you most want to serve?
List the industries, communities, or types of customers you feel most excited about.
Q15. What do you want to achieve by working through this book?
Be specific. What would a brilliant outcome look like for you?
Your Commitment
Before you move on to Chapter 2, take a moment to make a commitment to yourself.
I am building this brand because:
The one thing I am going to stop putting off is:
Signed
Date
◆ Pro Tip
Keep this worksheet somewhere you can refer back to. As you work through the book, your answers will evolve — and that is a good sign. It means you are growing.