What is the product or service?

BF Surface solutions is a full-service restoration company. We sell pressure washer equipment and accessories as well as provide the services for residential and commercial properties.

Who/what is the competition?

Provide a snapshot of the brand situation including current position in the category, brand challenges, competitive threats, and future goals.

Who are we talking to?

Clear definition of who the target is both demographically and psychographically. Be as specific as possible in defining the target so the creative can connect target and brand in the most compelling way.

What consumer need or problem do we address?

Describe the unmet consumer need that this product or service fills or how this product addresses a need in a way that's unique.

What does the consumer currently think about us?

Uncover target insights to get at attitudes and behaviors related to broader context as well as specific category and brand. Determine whether insights currently exist or whether new research needs to be conducted.

What one thing do we want them to believe?

Be as single-minded as possible. Write in benefit (functional, emotional, or self-expressive) language. Should differentiate us . . . no other brand in the category can or is currently saying it.

What can we tell them that will make them believe this?

Not a laundry list of available support but the few things that clearly support the "one thing we want them to believe."

What is the tonality of the advertising?

A few adjectives or phrase that captures the tonality and personality of the advertising.

I've answered the first question, need help with the rest.