Chart Your Course · EMBLEM Brand Assessment

Before you set out

Chart YourCourse

Whether you run a company, lead a school or congregation, manage a practice, or are building a name for yourself, this is where your identity starts to take shape. Tell us where you stand today and where you want to go. Your EMBLEM keeper will use it to plan your route.

It takes about five minutes across eight short stages. Your answers save on this device as you go.

Stage 1 of 8

The Vessel

Who's sailing?

I'm charting a course for…

An organizationBusiness, school, nonprofit, church, agency, practice, or institution MyselfProfessional, executive, founder, public figure, or anyone building a personal brand

Organization name

Email

Phone (optional)

Your name

Your role

Owner or executive Marketing or communications Administrator Board member Other

How many people are on your team?

Stage 2 of 8

The Waters

What field are you in, and who do you serve?

Your field

In one sentence, what does your organization do and who does it serve?

Who needs to trust you most?Choose all that apply.

Customers or clients Patients Students and families Donors Members or congregation Employers or recruiters Investors Partners The community

Three words you want people to associate with your organizationThis is the heart of your identity. Go with your gut.

First word

Second word

Third word

What should your brand never feel like? (optional)

Stage 3 of 8

The Tide

How active should your presence be?

How often do you want to show up publicly? Steadyweekly

Who handles your brand and communications today?

No one Me, when I can An internal staff member An outside agency A mix

Stage 4 of 8

The Signal

How far does your reach go today, and how far should it go?

Roughly how big is your audience today, across all channels?Include followers, email lists, and community reach.

Where do you want that to be?

By when?

6 months 12 months 24 months

What's holding your brand back?Choose all that apply.

Outdated look Inconsistent across channels or locations Hard to explain what we do Don't stand out from competitors No time or staff to manage it Reputation needs rebuilding Starting from scratch

Stage 5 of 8

The Horizon

What's the light at the end of all this?

In your own words, what does success look like a year from now?

Stage 6 of 8

The Harbor

Where do you live online?

Name one or two brands you admire, or competitors you want to outshine. (optional)

Stage 7 of 8

The Treasure

Scale and investment. Every question here is optional and stays confidential. It simply helps us chart the right route.

How much of your business comes from your online presence?

Annual revenue or operating budget

Under $100K $100K–$1M $1M–$10M $10M+ Prefer not to say

Monthly budget for brand support

Stage 8 of 8

Setting Sail

A few last details before we plot the route.

What brand assets exist today?Choose all that apply.

Who signs off on brand decisions?

Just me A small team A board or committee

When do you want to launch?

As soon as possible 1–3 months 3–6 months Just exploring

Anything else Wick should know? (optional)

Chart YourCourse