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Brand Assessment
A simple, self-serve survey to better understand your brand.
~30 Minutes Duration (21 questions)
Name
*
Email
*
Phone
*
An effective
VISION
should be...
PRACTICAL
- Realistic and Achievable
UNIQUE
- Specific to your product or team
RESEARCH-BASED
- Grounded in data
HUMAN -
Understandable and relatable
SHARED
- Communicated across the entire team or company
A business
VISION
will succeed with...
BUY-IN
from all stakeholders and staff
A VISION that is
SPECIFIC
to your product or users
CHAMPIONS
or
EVANGELISTS
driving the promotion of the effort
A
REAL PLAN
to bring change to life
What makes a good
VISION STATEMENT
Think about what
impact
your product or team has on your users?
WHO WE SERVE...
The people who benefit from the value provided
WHAT WE DO...
How do you address the needs of the people you serve?
RESULTS YOU CREATE...
The unique value provided as an end-results
Let's try writing a
VISION STATEMENT
about what you're looking to accomplish using what we've discussed.
*
What are the
VALUES
you hold highly in your business?
*
What are some of your industry's faux paus? (Things you just don't do)
Talk about the
ugly side
of your industry.
*
Persona 1
Describe your
MOST
typical client.
Be specific in:
- Common Age,
- How would you describe them,
- A nickname,
- Percentage of your client base,
- General brands they tend to purchase,
- Where they are most active
*
Persona 2
Describe your
SECOND-MOST
typical client.
Be specific in:
- Common Age,
- How would you describe them,
- A nickname,
- Percentage of your client base,
- General brands they tend to purchase,
- Where they are most active
*
COMPETITION
(1 of 6)
What are some service
PAIN POINTS
for
YOUR TEAM
?
*
COMPETITION
(2 of 6)
What are some service
PAIN POINTS
for your
CUSTOMERS
?
*
COMPETITION
(3 of 6)
What makes your business
UNIQUE
?
*
COMPETITION
(4 of 6)
What are some existing brands that capture a
similar voice
to your brand?
*
COMPETITION
(5 of 6)
Market share
- Talk about your market share.
*
COMPETITION
(6 of 6)
Key Visual
- What does an
ideal poster
of your business or service look like in your mind?
*
PERSONALITY -
WRITING STYLE
(Select the
style of voice
that best describes your brand)
*
PERSONALITY - WRITING STYLE(Select the style of voice that best describes your brand)
A
Innocence - Goal: To be happy; Traits: Good, Pure, Optimistic, Simple, Moral, Romantic; ex. Dove, Coca-Cola, Cottonelle
B
Outlaw - Goal: Break the rules; Traits: Rebellious, Untamed, Fighting for change; ex. Harley-Davidson, Virgin (Richard Branson)
C
Ruler - Goal: Control; Traits: Leader, Role Model, Administrator; ex. Microsoft, Mercedes
D
Sage - Goal: Help the world, Wisdom; Traits: Knowledgeable, Intelligent, Guru; ex. BBC, PBS, Google
E
Hero - Goal: Improve the world; Traits: Courageous, Inspirational, Confident; ex. Nike, Duracell
F
Explorer - Goal: Discover new experiences; Traits: Creative, Non-conformist, Artistic: ex. Jeep, Red Bull, Indiana Jones
G
Creator - Goal: Create something with meaning; Traits: Creative, Imaginative, Idealist; ex. Lego, Crayola
H
Magician - Goal: Make dreams come true; Traits: Visionary, Charismatic ex. Disney, Apple, Wizard of Oz
I
The "EVERY" Person - Goal: To belong and connect with others; Traits: "Down to earth," Supportive; ex. Home Depot, eBay
J
Lover - Goal: Create intamacy, Inspire love; Traits: Passionate, Romantic, Commited; ex. Victoria's Secret, Godiva Chocolate
K
Care-giver - Goal: To care for and protect; Traits: Caring, Maternal, Compassionate; ex. Campbell's, Johnson & Johnson, Mother Teresa
L
Jester - Goal: To bring joy to the world; Traits: Fun, Sense of humor, Light-hearted: ex. Ben & Jerry's, Motley Fool, IKEA
CORE MESSAGE -
TRUST
Be clear about what you want the audience to know about your business.
*
STORYTELLING
(1 of 3)
What stories about your business are important to tell?
*
STORYTELLING
(2 of 3)
How was this
idea/business
CONCIEVED
?
*
STORYTELLING
(3 of 3)
WHO
came up with this
business/service
?
*
IDENTITY
(1 of 4)
*
If your business already has an established name, skip this question
A good business name will help your customers visualize the service in their minds and is spoken in plain language.
A customer responds favorably to brief, playful and human-centric names.
What are some names you're considering, if any?
*
IDENTITY
(2 of 4)
*
If your business already has an established Tagline, skip this question
A
Tagline
should be succinct, can be a play on words or should speak to the customer about the benefits they will enjoy.
What are some Taglines you're considering, If any?
*
IDENTITY
(3 of 4)
What
feeling
should a customer get when encountering your business?
*
IDENTITY
(3 of 4)
Adjectives used to describe your service:
ex. FRESH, LUXURY, PASSION, CHEERY, MASCULINE, AGGRESSIVE, WELCOMING, SOFT, EXPERT, TRUSTWORTHY, TRADITIONAL, TROPICAL, DELICIOUS, TRENDY
*
Platforms and Touchpoints
Where do you engage with your customers?
ex. Tradeshows, Local Events, Market, Government, Point of Sale, Office, Appointments, Instagram, Tik Tok, LinkedIn, Conferences.
*
Submit