• Give stamped, self-addressed envelopes to 25 personal and business acquaintances who fit your customer profile in or out of your client base.
• Ask them to write down the image they have of you and your business? And how they'd describe you to someone who doesn't know you or what you do. Let them know you're looking for objectivity, not what they think you might want to hear.
• Don't put any pressure on them; they don't even have to tell you who they are when they reply (it would be better if you didn't know).

Compare the results of this survey with your own view of who you are and what you do based on your value proposition.

• Brainstorm – begin jotting down key words that could become part of your businesses brand name and slogan;
• Compare against SWOT analysis; then
• Stop – leave these alone for a week, then come back and repeat this exercise until you're well-satisfied with the results.