For pre-work you considered the positives and negatives to your current brand. Now is the time to be brave and ask others for their feedback. Make it easy for them. Ask them for positive and negative descriptive words that spring to mind when they think of your brand. Role model receiving feedback well. Ask lots of different people – family, friends, a variety of colleagues. Compare their answers to your own. From this internal and external feedback plan your new brand and the action you want to take.