I need to prepare for stakeholder interviews for [CLIENT]’s brand positioning project.

 

**Interview context:**

 

– Interviewee: [Name, role]

 

– Relationship to brand: [Internal leader / Customer / Partner / etc.]

 

– Interview length: [X minutes]

 

– Prior input: [Survey responses, previous conversations, etc.]

 

—

 

**INTERVIEW GUIDE**

 

**Opening (5 min):**

 

Set context: “We’re developing [CLIENT]’s brand positioning/messaging. Your perspective is important because [specific reason]. There are no wrong answers.”

 

**Background (5-10 min):**

 

– How long have you been with/working with [CLIENT]?

 

– What’s your role in relation to the brand?

 

– What drew you to [CLIENT] initially?

 

**Current State (10-15 min):**

 

– How would you describe [CLIENT] to someone unfamiliar?

 

– What does [CLIENT] do better than anyone else?

 

– What are [CLIENT]’s greatest strengths? Weaknesses?

 

– How do customers/stakeholders typically describe [CLIENT]?

 

**Competitive Context (5-10 min):**

 

– Who do you see as [CLIENT]’s main competitors or alternatives?

 

– What differentiates [CLIENT] from these alternatives?

 

– What would be lost if [CLIENT] didn’t exist?

 

**Future Vision (5-10 min):**

 

– Where do you see [CLIENT] in 3-5 years?

 

– What should [CLIENT] be known for?

 

– What’s the biggest opportunity for [CLIENT]’s brand?

 

**Closing (5 min):**

 

– What didn’t I ask that I should have?

 

– Who else should we speak with?

 

– Any final thoughts on [CLIENT]’s positioning?

 

—

 

**CUSTOMIZATION BASED ON ROLE**

 

**For executives:**

 

– Add: Vision and strategic priorities

 

– Probe: Tradeoffs and hard choices

 

**For customers:**

 

– Add: Decision process, experience

 

– Probe: Alternatives considered, what sealed the deal

 

**For partners:**

 

– Add: Market perception, competitive dynamics

 

– Probe: How they position [CLIENT] to their audiences

 

—

 

**FOLLOW-UP QUESTIONS** (based on survey responses)

 

– You mentioned “[response]” in the survey. Can you tell me more?

 

– [Other customized follow-ups]