1. What does your brand believe in?
2. What core values guide your behaviors?
3. What standards of performance do you adhere to?
4. What sets you apart from your competitors?
5. What’s your personality as a brand?
6. Does your brand have a strong point of view? If so, what is it?
7. What makes your brand different or special?
8. What emotions do you want your brand to evoke in others?
9. What’s the overall ‘lingering feeling’ for those who experience your brand?
(an exerpt from an Article I read on Hotelmarketing.com)