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Brand Identity Questionnaire
1
Business Name
2
Business Model
3
Mission, Vision & Values
4
Competition
5
Audience
6
Brand Personality
7
Brand Personification
8
Final Thoughts
Company
This field is for validation purposes and should be left unchanged.
Legal Name
(Required)
What is the full legal name of your organization? (e.g. "Alliant Studios, Inc.")
Common Name
(Required)
How is your organization commonly referenced? (e.g. "Alliant Studios," "Alliant") (Use the plus button to add additional names)
Add
Remove
URL
(Required)
Have you registered a URL for your organization?
Yes
No
Primary URL
(Required)
What is the primary URL registered for your organization?
Describe your business.
(Required)
What products or services do you provide? How are those products or services obtained? By who? Where are they? Why do they need it? What problems are you solving? Where does the money come from?
Mission & Vision
(Required)
Do you have a mission and/or vision statement in place?
Mission Statement
Vision Statement
Neither
Mission Statement
(Required)
Vision Statement
(Required)
List your three primary competitors:
Competitor #1
Name of organization
(Required)
Website
(Required)
Strengths
What are some of your competitors strengths?
Weaknesses
What are some of your competitors weaknesses?
Competitor #2
Name of organization
(Required)
Website
(Required)
Strengths
What are some of your competitors strengths?
Weaknesses
What are some of your competitors weaknesses?
Competitor #3
Name of organization
(Required)
Website
(Required)
Strengths
What are some of your competitors strengths?
Weaknesses
What are some of your competitors weaknesses?
Back To You...
Differentiator
(Required)
What is unique about your organization that sets you apart from your competitors?
Beneficiaries
(Required)
Who benefits from your products or services? Are they primarily clients, customers, or beneficiaries? Describe them. What "tribes" or groups do they identify themselves with?
Partners
(Required)
Who do you partner with to accomplish your mission? (e.g. vendors, manufacturers, supply-chain, media, regulators, associations, etc.)
Benefactors
(Required)
Who has a financial stake in your organization? Why are they invested in you?
Ideal Customer
(Required)
What ten traits describe the type of clients/customers you want to attract? (Use the plus button to add additional traits)
Ideal Interaction
(Required)
What would a happy customer say after working with you?
Brand Loyalty
(Required)
What five words should your clients/customers use to describe your brand? (Use the plus button to add additional words)
Along each axis, mark how closely your brand aligns with either descriptor.
The following questions may feel like a stretch. But thinking about your brand as a car, animal, celebrity, superhero, or color, you will draw upon associations and ideas we cannot get to otherwise. Give it a shot—have fun with it...
Car
If your brand were a car, what would it be (Make, Model, Year, Color)? Why?
Animal
If your brand were an animal, what would it be? Why?
Celebrity
If your brand were a celebrity (actor, athlete, politician, entrepreneur, etc.) who would it be? Why?
Superhero
If your brand were a superhero, who would it be? Why?
Color
What is your brand color? Why?
Final thoughts
Is there anything we missed? What do we need to know about you that we haven't asked?
Email
(Required)
What email would you like to use as the primary correspondence channel for this project? (If there is more than one email please include instructions in the field above.)
Enter Email
Confirm Email
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