Brand Questionnaire

Business Name: Contact Email:

Brand Values

1. Company mission statement: 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.
2. Product/services positioning statement: This is like your company mission statement, only more specific to your offerings. Here's Volvo's for an example:

   "For upscale American families, Volvo is the family automobile that offers maximum safety."

3. Benefit of your product/service: Does it save your customers money? Does it help them increase ROI? Think about how exactly you're helping your target audience.
4. Five words that represent your brand: Think about your brand's personality. How would you describe it?
5. Three messages your brand needs to communicate: Why does your brand matter? These messages should be relevant to your target audience.
6. Value proposition: How do you solve your customers’ problems? This should summarize why someone should buy your product or invest in your services.

Brand Attributes

The following questions will dive into the essence and identity of your brand.
7. How does your brand’s image fall between these opposing characteristics? Masculine Feminine Simple Intricate Grey Colorful Conservative Extravagant Approachable Authoritative Necessity Luxury Fun Serious Professional Casual Modern Classic Sporty Elegant Extreme Safe
8. What colors represent your brand?
9. What colors would you not like to see?
10. What words would you use to describe your brand‘s image?
11. What words would you not want used to describe your brand’s image?
12. What attributes and/or emotions do you want associated with your brand?
13. What attributes and/or emotions would you not want associated with your brand?

Abstract Values

To answer the following questions, use your imagination to think of your brand in unique situations.
14. How would you describe your brand to a friend?
15. How would you describe its style?
16. What other brands would be its friends?
17. Where would your brand hang out?
18. Age? Gender?
19. What kind of car would your brand be?
20. What animal would represent your brand?

Design

Now we’re getting into the look and feel of your brand. The following questions will help you narrow down your visual preferences.
21. Which one of these logo formats do you believe best represents your brand? LogotypePictorial MarkAbstract MarkEmblem or EnclosureWeb 2.0ContemporaryClassicDetailed/StylizedComplex Illustration

    Logotype

    

    Pictorial Mark

    

    Abstract Mark

    

    Emblem or Enclosure

    

    Web 2.0

    

    Contemporary

    

    Classic

    

    Detailed/Stylized

    

    Complex Illustration

    
22. What style of font do you believe best represents your brand? SerifSlab SerifSans SerifScriptBlackletter

    Serif

    

    Slab Serif

    

    Sans Serif

    

    Script

    

    Blackletter

    
Remember: There’s no need to rush through answering all of these questions! Your responses will ultimately determine your brand’s positioning, so this exercise should take you some time.

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