Brand Intake Kit

Everything we need to build your content engine. Complete this kit and we handle the rest — your voice, your audience, your goals, translated into content that works.

01

You fill this out

7 sections about your brand, voice, audience, and goals.

02

We build your profile

We translate your answers into a Brand Intelligence Profile.

03

Sample calendar in 48hrs

You review a 7-day content sample. We refine until it's right.

04

Content engine goes live

Calendar, copy, creative assets, scheduling — all handled.

Takes about 15–20 minutes. Don't overthink it. Short answers are fine.

Section 1 of 7

Business Identity

The basics. Who you are and what you do.

Company Name *

Website URL

Primary Contact Name *

Title / Role

Email *

Phone

What does your business do? *
1–3 sentences. How would you explain it at a dinner party?

How long have you been in business?

How many locations?

What geographic area(s) do you serve?

Primary product or service?

What's your price range?

Section 2 of 7

Brand Voice & Personality

This is the most important section. It determines how your content sounds.

Voice Characteristics

Tip: Pick 3–5 adjectives that describe how your brand should sound. Examples: confident, friendly, authoritative, playful, warm, technical, casual, premium, witty, straightforward, empathetic, bold.

Your brand sounds... *

Your Voice in Action

Write 3–5 phrases your brand WOULD say
Real things you'd say to a customer or put on a billboard.

Write 3–5 phrases your brand would NEVER say
Things that would make you cringe if they came from your company.

Tone Guardrails

Any words or phrases that are off-limits?
Industry jargon, competitor names, sensitive topics, etc.

Any compliance or legal language requirements?

How formal or casual should content be?

Brand Personality

If your brand were a person, describe them.

What's their personality like?

What do they value most?

What do they refuse to do?

Section 3 of 7

Target Audience

Who are you trying to reach? The more specific, the sharper the content.

Primary Audience

Who is your ideal customer? *
Be specific: job title, business type, situation they're in.

What are their top 3 pain points?
What problems drive them to seek you out?

What does their life/business look like BEFORE working with you?

What does it look like AFTER?

What objections do they typically have before buying?

Secondary Audience (if applicable)

Any secondary audience?

What do they care about?

Section 4 of 7

Content Strategy & Goals

What do you want your content to accomplish?

Goals

What should your content achieve? (Check all that apply)

Build brand awareness Generate leads / inquiries Thought leadership Drive website traffic Support sales conversations Recruit talent Build community Educate existing customers

Other goals?

Content Pillars

Content pillars are 3–5 recurring themes your brand talks about. They keep content focused and recognizable. Example: A fitness brand might use: Training Tips, Nutrition, Client Transformations, Mindset, Behind the Scenes.

Pillar 1 *

Pillar 2

Pillar 3

Pillar 4 (optional)

Pillar 5 (optional)

Content You Like

Share 3–5 examples of content you admire
Links to social accounts, blogs, or campaigns you respect. Tell us what you like about each.

Any content styles you dislike?

Section 5 of 7

Platforms & Posting

Where should your content show up, and how often?

Active Platforms

Which platforms do you want content for? * (Check all that apply)

Other platforms?

Posting Frequency

How often do you want to post per platform?

Best days/times for your audience?
If you know. Otherwise we'll optimize based on data.

Tone by Platform

Tip: Your voice stays consistent everywhere, but tone can shift. LinkedIn might be more professional while Instagram is more casual and visual.

LinkedIn tone

Facebook tone

Instagram tone

Other platform notes

Section 6 of 7

Visual Identity & Assets

Your visual brand is just as important as your voice.

Brand Colors

Primary brand color
Hex code if you have it (e.g., #F15A29), or just describe: "dark navy blue"

Secondary colors

Colors to avoid

Typography

Primary font / typeface

Secondary font

Visual Style

Photography style

Graphic style

Visual elements to always include

Visual elements to avoid

Brand Assets

After submitting this form, you'll get a link to a shared Google Drive folder. Drop your logos, photos, videos, and any existing brand materials there. The more we have, the better your content looks.

Already have assets hosted somewhere? Share the link:

Section 7 of 7

Competitive Landscape

Understanding who you compete with helps us position your content to stand out.

Who are your top 3 competitors?
Names and/or URLs

What do they do well?

Where do they fall short?

What makes you different from all of them?
Your unique advantage in 1–3 sentences.

Any competitor whose marketing you admire?
Even if you don't like their business — whose content game is strong?

Your Unique Position

Complete this sentence: "We're the only _____ that _____."

What should someone feel after seeing your content?

You're almost done! Hit submit and we'll have your Brand Intelligence Profile built and a sample content calendar in your inbox within 48 hours.

Questions? Email robert@crabtreemarketing.com

You're all set!

Your Brand Intake Kit has been submitted. We're building your Brand Intelligence Profile now.

What happens next:

Within 48 hours — You'll receive a sample 7-day content calendar for review.
We refine — Based on your feedback, we dial in the voice until it's right.
Content engine goes live — Calendar, copy, creative assets, and scheduling begin.

Questions? robert@crabtreemarketing.com