Welcome to Fortitude Creative
This guide helps us uncover the essence of your brand.
Your vision, your values, and your distinct personality — the things that make your business unmistakably yours.
By sharing your story, you give us the insight to craft a brand that feels confident, credible, and unmistakably yours — speaking clearly and consistently across every touchpoint.
Let's build something with intention, strength, and staying power.
Section 1
Your Business Foundation
The essentials — who you are and where you operate.
Is your website generating leads?
Yes
It's bringing in business.
No
Not really, or not yet.
No Website Yet
We don't have one.
Your story *
What inspired you to start this business, and how did you end up in this industry? What's the core story behind your brand?
Services offered *
List your main services. Which ones are the most profitable or in demand?
Service area(s) *
List the areas you serve. Add as many as apply.
Section 2
Your Market
The operating numbers behind the brand. These size the opportunity we build your strategy against — none of it goes in front of your customers.
Trade mix *
For each trade, tell us where you stand today and roughly what share of revenue it brings in. Include trades you plan to run but haven't launched yet, we size those markets for you too. Add any trade that isn't listed.
Your fleet *
Your trucks set how much work you can take on, so this sizes what you can win. Count each work truck or van once; leave out personal cars. If you work out of your own pickup, that is 1.
Of the trucks you own, how many do each kind of work? Leave blank if they all do both.
What a customer is worth to you
These size what you can spend to win a customer. Your best rough numbers are fine; leave blank anything you don't know.
Revenue last year
A range is enough. It stays with our team and replaces an industry guess about your size. Skip it if you'd rather not say.
Under $500K
$500K–$1M
$1M–$2.5M
$2.5M–$5M
$5M–$10M
$10M+
Prefer not to say
What you do on every job today
Check only what your team does every time, not what you'd like to do. This tells us which promises you can make in your marketing right now.
Written price before any work starts
Repair offered before replacement
A set arrival window
Call or text when on the way
Same-day service most days
A person answers the phone
After-hours emergency line
Written workmanship guarantee
Written summary after the job
Floor protection and clean-up
Financing offered
In your busy season, how far out are you booked?
Your busiest months of the year.
Same Day
We get there today.
1–3 Days
Short wait.
About A Week
Steady backlog.
Two Weeks+
Booked out.
In your slow season, how far out are you booked?
Your quietest months. If business is steady all year, pick the same answer as above.
Same Day
We get there today.
1–3 Days
Short wait.
About A Week
Steady backlog.
Two Weeks+
Booked out.
Where your work comes from
Check the sources that actually bring in jobs today.
Word of mouth / referrals
Repeat customers
Google search
Google Ads / Local Services
Facebook
Angi / HomeAdvisor / Thumbtack
Truck wraps & signage
Yard signs
Builders / general contractors
Property managers
Home shows / community events
Direct mail
Which one brings in the most jobs?
Pick one of the sources you checked above.
Word of mouth / referrals
Repeat customers
Google search
Google Ads / Local Services
Facebook
Angi / HomeAdvisor / Thumbtack
Truck wraps & signage
Yard signs
Builders / general contractors
Property managers
Home shows / community events
Direct mail
Where you show up now
Anywhere you currently post, advertise, or keep a profile.
Google Business Profile
Facebook
Instagram
YouTube
TikTok
Nextdoor
Email newsletter
Direct mail
Radio / TV
Nothing consistent
Section 3
Customers & Competition
Who you want on the other end of the phone, and who you are up against to get them.
Your best customer
Describe the job and the homeowner you'd take every time — neighborhood, home, budget, the way they treat your crew.
What they actually decide on
When someone picks you over the other quote, what are they really choosing — speed, price, trust, the way the tech carried himself?
Why a quote doesn't close
The objection you hear most. Be blunt — this is the one we design against.
Which is closest to why you lose most quotes?
Pick the closest one. Your own words above are what we work from; this just sorts them.
Price
They went with a cheaper quote.
They Didn't Know Us
Not enough trust yet.
Timing
We couldn't get there soon enough.
Someone They Knew
A friend, a neighbour, the company they used before.
Not Sure
We usually don't hear back.
Who you lose jobs to
Name the companies you run into on bids — local outfits and the big names both. We research every one of them.
Why customers chose you last time
If you've ever asked a customer why they called you, what did they say?
What you do that they don't
The one thing you'd put money on being better at than every company on that list.
Section 4
Your Goals
Where you're headed, so the plan is measured against what you actually want.
Your #1 goal for the next 12 months
One goal we can measure together: what, how much, and by when.
Business goals (1–3 years)
Growth plans
Check all that apply.
Grow your team
Expand services
Enter new markets
Increase brand recognition
Current challenges
Section 5
Your Brand & Style
How your brand should look and sound. These answers go to our art director together with your market research.
Core values
Current slogan or tagline
Whatever is on the trucks or the shirts today, even if you're not attached to it. Leave blank if there isn't one.
Brands you admire
Any industry. What is it about them — the look, the reputation, the way they carry themselves?
What you like — and what to stay away from
Colors, logos, truck wraps, competitors' looks. Both halves are useful; the avoid list is often more useful.
The look you're drawn to
Pick up to three. Think of trucks, signs or logos you've noticed and liked, in any trade.
Clean & modern
Bold & loud
Classic & timeless
Retro & vintage
Rugged & industrial
Illustrated / cartoon
Premium & upscale
Friendly & bright
Lettering
How should your name look on the trucks and signs? Pick up to two. Each card shows your company name in that style.
Your CompanyBold blockStrong, loud, seen from across the road
Your CompanyClassic serifEstablished, trusted, a little premium
Your CompanySlabSturdy, hard-working, dependable
Your CompanyScriptPersonal, friendly, hand-made
Your CompanyRounded and friendlyApproachable, warm, family
Your CompanyClean modernSimple, sharp, up to date
Your CompanyVintage westernOld-school, local, character
Your CompanyStencil industrialRugged, tough, built for work
Pictures of your work
On your trucks, website and ads, what should people mostly see?
Real Photos
Our crew, trucks and finished jobs.
Illustration / Mascot
Drawn characters and graphics.
A Mix
Real photos with drawn graphics.
No Preference
Show us what works.
Colors
Colors you'd love to see, or already own on trucks and shirts. Then any you would never use, and why.
How you sound
How should your website, ads and posts talk to customers? Pick up to three.
Plain-spoken & direct
Warm & neighborly
Funny & playful
Expert & technical
Polished & premium
Bold & confident
Urgent & action-driven
Words you use, and words you hate
Things you say to customers that sound like you, and anything that should never appear in your marketing.
Section 6 — Your Engagement
Selected Package Details
A few specifics for each deliverable in your engagement. Each one shows an example of the finished piece and a note on how we approach it.
Access we need
For each account, tell us if you have one and which email owns it. We send an access request to that email and you approve it. Never send us a password.
Additional Notes
Please share anything else you'd like us to know that would help us better understand your vision or needs.
Almost Done
Review & Submit
Take one last look. Use the back button to edit anything before you send it over.
✓
You're done, friend. Now we build.
We've got your responses and the team will review them within 1 business day. We'll reach out to schedule your kickoff call. In the meantime, your brand is in good hands.