BRAND MANAGEMENT QUESTIONNAIRE

1. What is your brand name? What is the meaning behind its name?
2. What is your brand tag line? What is the meaning behind the tag line?
3. What is the purpose of your brand?
TIP: Try to sum up the goals + mission of your business in one sentence. Make sure to
include who your ideal audience is, what your business has to offer, as well as how they
benefit from your service/product.
4. What is the vision for your brand in the future?
5. Does your brand have a history or a story?
6. What are 3-5 core values of your brand?
7. If you imagine your brand as a person, what personality traits would they have?
8. Who is your dream client or target audience?
TIP: Try to get specific! Are they a certain age or demographic? What adjectives describe
them? Where do they shop?
9. What problems does your brand face?
10. How does your brand differ from other brands in your industry?
11. Why should someone choose your brand over another? Describe the value your
brand adds to your clients (Value proposition).
12. Do you have any color preferences? What colors should be avoided? Include
examples (images/links) of color usage that you liked.
13. What three brands do you love and why?
TIP: Are they fun + whimsical, clean + professional, or sophisticated? Think in terms of
your business, not just brands that you personally love. We need to make sure that your
new visual identity best represents your business, and not just your personal style —
although sometimes these are one in the same!
14. List what you would like to preserve from your current brand if any and explain
why?
15. Who are your competitors? How are these brands better than you?
16. Is there a unique story behind your business or business name or logo? People
connect through stories. Storytelling is an effective way to create and sell a brand image.
Find out what are the stories behind the business, the products, and the customers. The
story creates the customer. Here's how to tell a great brand story.
17. Does your brand convey who you are and what you do in the most meaningful way?
18. How would you describe what you do in 20 seconds or less?
19. How do you position yourself in your market?
20. What 3 key messages do you want to communicate in everything you put out there?
21. If your brand had a personality, how would you describe it?
22. How would you describe your brand, in adjectives? Some examples: masculine or
feminine? Budget or luxury? Approachable or formal? Bland or colorful? Edgy or
conservative? Fun or serious?
23. 8. What are the biggest challenges you foresee
in this role?
24.
25. Who are your competitors? How are these brands better than you?
26. 3. Who are your 3 main competitors (direct or indirect)? What do you like about
their presence? What do you dislike about their brand identity? It pays to know who
you’re competing against and what the industry norms are. Know them, learn from them,
but don’t ape them. Do your own thing.
27. How do you research for a target market?
28.
29. What is your work environment like?

 All serious
 Comfortable
 Fast-paced
 Cheerful, casual, companion-like
 Team oriented
 Individual – revolves around the owner

30. If your company were an individual person, how would you describe them? Circle
those that apply and write in more if needed.

 Energetic  Outgoing  Friendly

 Attentive  Casual  Formal

 Businesslike  Serious  Relaxed

 Funny  Laid back  Progressive

 Calm  Authoritative  Controlling

 Capable  Masterful  Resourceful

 Inventive  Proactive  Problem-solving

 Trustworthy  Solid  Cutting edge

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