How to use this questionnaire: You'll see suggestion buttons (pills) under each question — these are just starting points to spark your thinking. Tap one if it resonates, or ignore them completely and write your own answer in the text box. There are no right or wrong answers here — the more honest and specific you are, the better your brief will be.
1
Your Ideal Client
Who is your #1 most valuable client right now?
Think about the client you'd clone if you could. What are they trying to do?
Quick picks — choose up to 2 0/2
First home buyers
Property investors
Refinancers looking for a better rate
Women managing their own finances
Couples buying together for the first time
Self-employed borrowers
Upsizers / growing families
What is that client's biggest fear or frustration before they find you?
What keeps them up at night? What have they tried that hasn't worked?
Common fears in finance — choose up to 2 0/2
Being rejected for a loan
Not knowing if they're getting a good deal
Feeling like banks don't explain anything
Not understanding how much they can actually borrow
Feeling judged for their financial situation
Worrying they've left it too late
What does that client feel or say after working with you?
What transformation have you actually created? Think of a recent client win.
Transformation statements — choose up to 2 0/2
I finally feel in control of my finances
I didn't know I could actually afford this
Sharon made it simple and stress-free
I wish I'd done this sooner
I felt heard, not judged
2
Brand Feeling & Personality
When someone lands on your Instagram profile, how do you want them to feel?
Not what you want them to think — what you want them to feel. Gut reaction.
Choose up to 2 0/2
Reassured and safe
Excited and inspired
Understood and seen
Impressed and confident in my expertise
Warm and welcomed
Motivated to take action
Like I'm talking to a smart friend
Pick 3 words that describe how you sound when you're at your best.
Think about how you talk to a client you really click with. What's your natural tone?
Voice words
Direct
Warm
Empowering
No-nonsense
Relatable
Confident
Educational
Approachable
Straight-talking
Nurturing
Ambitious
Inspiring
What are 3 things your brand is not?
This is just as important. What feels wrong when you see your content done badly?
Anti-words
Corporate / stiff
Jargon-heavy
Salesy or pushy
Generic or forgettable
Overwhelming or complex
Overly casual / unprofessional
Masculine or cold
Fear-based
3
Visual Direction
3 Instagram accounts you love the look of — and why.
They don't have to be in finance. Paste the handle or name and say what draws you to them visually.
Why this matters: "I want it to look more premium" is too vague to act on. Showing 3 accounts you love gives the VA a visual benchmark they can actually reference.
1
2
3
How would you describe the visual feeling you're going for?
Imagine your brand as an interior design style or a magazine.
Visual moods
Clean and minimal — lots of white space
Warm and editorial — rich tones, lifestyle photography
Bold and modern — strong typography, high contrast
Soft and nurturing — pastel tones, rounded shapes
Premium and dark — navy/black with gold accents
Fresh and confident — bright, energetic, optimistic
How happy are you with your current brand colours and logo?
1 = not at all, 10 = love them, wouldn't change a thing.
4
Content & Lead Generation
What do you most want your content to do for your business right now?
Pick the two that matter most to you right now.
Choose up to 2 0/2
Generate direct enquiries and bookings
Build my reputation and authority
Grow my following and reach new people
Keep existing clients engaged and referring
Showcase my personality and build real connection
Educate my audience so they come in ready to act
What's your current best offer or entry point for a new client?
What's the first step someone takes when they want to work with you? This is what we'll build CTAs around.
Common entry points
Free 15-min discovery call
Free borrowing power assessment
Book a strategy session
Download a free guide or checklist
DM me to chat
Is there a type of content that's worked really well for you in the past?
Even one post that got great engagement or led to an enquiry — what was it?
Content that tends to perform well in finance
Myth-busting posts (e.g. "you don't need 20%")
Client wins / testimonials
Personal / behind the scenes posts
Quick tip reels or carousels
Before/after stories (financial situation)
Trending audio reels
What content do you hate seeing on your own profile?
If you had to delete 3 posts right now, what type would they be?
5
The One Thing
What do you want to be known for — in one sentence?
If a client was describing you to a friend, what's the one thing you'd want them to say?
Sharon's Artemis Finance — positioning examples
The broker who helps women build real wealth through property
The mortgage broker who makes finance feel simple and human
The broker who fights for her clients like a bank never would
The person who helped me buy my first home when I didn't think I could
Anything else you want the content team to understand about your brand that's hard to explain?
Sometimes the most useful brief lives in a feeling you can't quite name. Put it here.
All done — send your brief
Your answers will be compiled into a structured brand brief and sent directly to Brendan so he can get started on your content strategy.
Brief sent to Brendan
He'll review your answers and be in touch shortly. If anything needs clarifying, he'll reach out directly.