Business direction
Establish the context and evidence before proposing an answer.
IMPRNT working resource
Brand Discovery Questionnaire.
Gather leadership perspectives, audience evidence, market context and operational realities before strategy begins.
Why use it
Reveal where leadership assumptions agree—and where evidence is needed.
Gather leadership perspectives, audience evidence, market context and operational realities before strategy begins.
- Separates ambition, perception and operational reality
- Creates comparable input across leaders and teams
- Improves the focus of interviews and research
Working question: Where are we most certain without evidence?
Inside the resource
A structured sequence for an accountable discussion.
Each section creates space for evidence, decisions, named owners and unresolved questions.
Audience needs
Separate known evidence from assumptions that require resolution.
Current perceptions
Separate known evidence from assumptions that require resolution.
Competitive context
Separate known evidence from assumptions that require resolution.
Culture and capability
Separate known evidence from assumptions that require resolution.
Risks and constraints
Separate known evidence from assumptions that require resolution.
Decision criteria
Record the decision, owner and next review point.
Facilitation guidance
Use the document to expose differences—not hide them.
Complete independently before a group session. Compare the differences rather than merging them immediately; divergence is useful diagnostic evidence.
This resource provides general planning guidance. It is not legal, financial, regulatory or accessibility advice.
Act the decision
Use the resource before the meeting.
Complete the sections that affect where are we most certain without evidence? Then use the review to agree evidence, ownership and unresolved decisions.