Brand Identity Questionnaire

Your full business name.
A brief explanation of what your business does, and who you do it for. Be as specific as you can; As a suggestion, can you frame what you do in the following sentence? We do ________ (the thing you do) for _________ (your target customer).
This is a sentence or two that explains your company’s goals. It should also weave in some information about what your organization is and why it exists.
This is like your company mission statement, only more specific to your offerings. For instance, Nike's Positioning Statement is “For serious athletes, Nike gives confidence that provides the perfect shoe for every sport”.
Give us a list of maybe 3-6 competitors (their website address will be helpful too). Tell us in a couple of sentences what they’re like, and how you compare to them. For instance: XYZ Consultants www.xyz-consultants.com. Well-established local company, quite good knowledge but poor customer service. Invest quite a lot in their brand and marketing, but we think we offer a better service than they do, and we have more knowledge and experience in X.
Does it save your customers money or time? Does it boost their self expression? Are the benefits emotional (how it make customers feel)? Does it help them increase ROI? The key points of difference between you and the competition. These are key benefits that are relevant, compelling, unique and believable of our brand. Think about how exactly you’re helping your target audience.
We want to establish who your perfect customer is. There may be a few types, but the more specific we can be, the better, so try and be as detailed as possible. Your description could include typical age, gender, background, social class, income bracket, where he/she lives, where he/she shops, where does he/she hang out, which social media platform does he/she use frequently, (and for what), etc.
Think about your brand’s personality. How would you describe it? E.G. ACTIVE, AMBITIOUS, CARING, IMPACTFUL, REVOLUTIONARY
Think about your brand’s personality. How would you describe it? E.G. ACTIVE, AMBITIOUS, CARING, IMPACTFUL, REVOLUTIONARY
How do you solve your customers’ problems? This should summarize why someone should buy your product or invest in your services.
Why does your brand matter? These messages should be relevant to your target audience - how they will perceive the brand, in the context of competitive alternatives.
The core (DNA) of the brand expressed in a single phrase.
An expression or phrase to be used in our marketing and advertising.