Strategic Identity1 / 7

Strategic Identity.

Before talking about logos, colors or campaigns, we need to understand who you really are as a company.

1. Your story

No need to be poetic. What matters is the real reason.

Example: "I worked at a big clinic and saw patients treated like numbers. I opened my own practice to do things differently."

2. What you do and for whom

Describe what you do as if you were explaining it to someone outside your industry.

Example: "We repair cars and motorbikes in Locarno. We work with private customers who want a fair price and no surprises."

3. Why you're different

Think about what customers say when they thank you, or why they come back.

Example: "Our customers tell us they finally understand what we're doing and how much it will cost."

4. The emotion you want to convey

Pick up to 3.

5. Your real values

Pick up to 3 values that truly describe how you work every day.

For each one, explain how it shows up in your work:

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6. The projective question

If your company were a famous person, who would it be? And why?

Example: "George Clooney: elegant but never arrogant." / "Rafa Nadal: head down, work, results."

7. Where you want to go

In 3-5 years, how would you like your company to be perceived? Think reputation, not numbers.

Example: "I want that when someone in Lugano thinks of a serious fitness center, they think of us right away."