Brand Startup Questionnaire

Question 1. Brand Type

Every successful brand is known for something.

Brand Type helps identify the role your business plays in the market and how customers naturally perceive you. Whilst many businesses share characteristics of several types, there is usually one or two that sit at the heart of the brand.

Whilst many businesses share characteristics of several Brand Types, there are usually one or two that sit at the heart of the brand. Select up to two that best describe your business.(Required)

DisruptiveChallenge traditional ways of doing things.Tesla, Airbnb, Uber, Netflix

ServiceKnown for exceptional customer experience.Amazon, Ritz-Carlton, John Lewis

InnovativeConstantly introducing new ideas and technologies.Apple, Dyson, Spotify

PerformanceDeliver outstanding reliability and results.Volvo, Rolex, Bosch

LuxuryPremium experiences at premium prices.Rolls-Royce, Chanel, Aston Martin

StyleChosen as much for appearance as functionality.Apple, Nike, Bang & Olufsen

ExperienceFocused on creating memorable customer experiences.Disney, Virgin Atlantic, LEGO

ValueProvide great value for money.Aldi, IKEA, EasyJet

Purpose-LedDriven by a mission to improve society or the environment.Patagonia, TOMS, The Body Shop

Question 2. Your Audience

Who do you help?

The strongest brands know exactly who they’re for. Trying to appeal to everyone usually results in connecting with no one. Understanding your audience helps shape your messaging, design, products and customer experience.

Think beyond demographics. Consider what motivates your customers, what challenges they face, andwhat success looks like for them.

Below are some examples of well known brands and their customers.

Nike	People who want to improve themselves physically and mentally.
Monzo	People frustrated by traditional banking.
Airbnb	Travellers seeking authentic experiences.
Slack	Teams looking for simpler communication.

Complete the following fields for YOUR audience. (We have pre-filled for Nike, a brand that you will know already.)

Who are your ideal customers?(Required)

What problem, frustration or challenge do they face?(Required)

How does your business help solve that problem?(Required)

What do your customers value most when choosing a company like yours?(Required)

Question 3. Your Point Of Difference

What makes you different?

Customers rarely choose a company simply because it exists. They choose it because they believe it offers something better, different or more relevant than the alternatives. Your differentiation doesn’t have to be revolutionary. Sometimes it’s your expertise, service, speed, quality, process, culture or approach. The important thing is understanding what makes customers choose you instead of someone else.

Below are some examples of well known brands and the thing that makes them stand out.

Volvo	Safety.
Innocent	A friendly, human approach.
Dyson	Engineering innovation.
Amazon	Convenience.

Complete the following fields for YOUR Point Of Difference. (We have pre-filled for Volvo, a brand that you will know already.)

Why do customers choose you over your competitors?(Required)

What do you do better than most businesses in your sector?(Required)

Question 5. Brand Essence

What do you want to be known for?

Your Brand Essence is the simplest expression of what your business stands for. It’s the thing you want customers to remember and associate with your brand. Usually it’s just one to three powerful words. If you are clear about what your brand stands for, your customers will be too.

Below are some Brand Essence examples of well known brands.

Disney	Magical Family Entertainment
Nike	Innovation and Inspiration
Red Bull	Energy and Adventure
BMW	Driving Pleasure

It is hard to distill everything you are into so few words, but answer these questions and we’ll help you:

If your customers could remember only one thing about your business, what would you want it to be(Required)

What impact do you want your business to have on customers?(Required)

How would you like people to describe your brand in one sentence?(Required)

If you had to summarise your brand in three words or fewer, what would they be?(Required)

Name(Required)

First Last

Email(Required)

Website

Company(Required)

Job title

We will review your responses and create a personalised Brand Platform Report that will inform the creative direction of your new brand.

Apple	Innovation, Simplicity, Excellence
Coca-Cola	Leadership, Integrity, Passion, Quality
Patagonia	Environmental Responsibility
John Lewis	Trust, Service, Partnership