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Branding Questionnaire

By Drew Palmer | September 10, 2016

A brand exercise is never a wasted effort in business and is crucial to revealing what is unique, critical and valuable about your company.

Our brand analysis follows proven criteria for uncovering those important brand tenets, which will help guide your business throughout its existence. Branding

When evaluating your brand we encourage you to ask these questions, as well as develop your own, in order to arrive at a strong brand proposition for your company.  The more questions you can clearly answer, the more you know about your brand. These are the fundamental precepts for determining your company voice, your messaging, and make up the cornerstone of effective advertising and marketing. Without a brand, you are a ship without a sail. 

What is a brand?

Strong positioning and a clear resonant message comes from your brand. Your brand is the essence of your company. 


A brand is not a logo, a color, or a clever tag line. These are only components of a brand. A brand is the affect and lasting impression you leave behind in the marketplace, on retail shelves, or the interior of a car. It is the emotional trust and enduring loyalty in products and services won by meticulously upholding business core values and brand principles. Strong brands even define products, such as how Kleenex has evolved into describing tissues.


In addition, you will be surprised how much your internal physical environment speaks of who you are. When clients or customers arrive at your business, what impression is left indelibly in their thoughts about you? What emotional take-away is planted?


Your corporate values and culture are also components of your brand. Branding begins from the inside out and is easily detected when the these internal signals are congruent with external communications. 


This brand questionnaire is divided into 3 sections - Brand Fundamentals, Brand Personality, and Positioning.

I. Fundamental nature of your business

1. Describe the nature of your service—in one sentence.

2. Who are your primary clients or customers?

3. Who are the people (titles) within an organization that you sell to, the decision-makers? Who will you ultimately work with? They are often not the same.

4. What is unique about your company versus your competitors?

5. What is the primary differentiator between you and your competitors?

6. How do your clients or customers perceive your company?

7. How would you like clients, customers and prospects to perceive your company when they see your logo and other marketing materials?

8. Describe your company’s internal culture or atmosphere in one sentence. 

II. Personality of your company

9. What is your work environment like?

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

10. 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

11. If your company were a place, where would it be?

                    • California
                    • New York
                    • Midwest
                    • Europe
                    • International

12. If your company were a car, what would it be?

13. If your company were a bumper sticker, what would it say?

III. Positioning and marketing for your company

14. What is the primary quality that your company possesses that will yield success? That is, what is your distinct competitive advantage?

15. List the proof points that substantiate your value claim.

16. What is your primary shortcoming or weakness that could jeopardize your success?

17. What factors in your business environment do you need to overcome to succeed? Lack of awareness? Competitors? Tight budgets? Lack of perceived need for your service? More advanced technologies?

18. What is the precise business objective that you would like your marketing program to achieve?

19. Who are the key stakeholders within your company that must review and approve your marketing materials?


The answers you collect from these questions should then be synthesized with other forms of research: how stakeholders honestly describe their current business situation, competitive research taken from all manner of sources and data, and the expertise and intuitive interpretations of an agency with a deep bench of experience and backgrounds. It is essential to create a brand platform document, which will outline your brand personality, brand promise, and key messages for your business. 


All of this information is put through a process that results in a strong brand platform that will eventually influence and direct all of your business communications—your website, the user experience, marketing strategies, sales strategy, content marketing and social media engagement, SEO/SEM, customer service, and the relationships you forge with vendors, suppliers and agencies. 

For an additional resource to help with your branding, download our Brand Audit to evaluate what your brand says about your company.


download the brand audit guide

Topics:   Brand Awareness

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