Growth Brand Questionnaire

1Brand Perception

2Your Audience

3Competitive Advantage

4Brand Values

5Future Brand Direction

6Your details

Question 1. Brand Perception

What is your brand known for today?

Every successful brand owns a position in the minds of its customers. Sometimes this is intentional. Sometimes it happens naturally over time.

The first step in evolving a brand is understanding how it is currently perceived.

Below are some examples of brands and what they are best known for today.

Volvo	Safety
Nike	Performance and inspiration
Amazon	Convenience
Patagonia	Environmental responsibility

Complete the following fields (We have pre-filled for Volvo, a brand most people know.)

What do customers currently know your business for?(Required)

What do customers consistently praise about your company?(Required)

What words or phrases do customers commonly use when describing you?(Required)

Is this what you want to be known for in the future?(Required)

Question 2. Your Audience

Has your audience changed?

Many growing businesses discover that the customers they serve today are different from the customers they originally started with.

The strongest brands understand exactly who they are trying to attract and retain.

Below are some examples of brands and their audiences.

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

Complete the following fields:

Who are your most valuable customers today?(Required)

Has your target audience changed over time?(Required)

What challenges or frustrations do these customers face?(Required)

Why do they choose a company like yours?(Required)

What matters most to them when making a purchasing decision?(Required)

Question 3. Competitive Advantage

Why do customers choose you?

As markets become more competitive, businesses need a clear reason for customers to choose them.

Your advantage may come from expertise, service, innovation, quality, speed, culture or a unique way of working.

Below are some examples of well-known brands and what differentiates them.

FedEx	Reliable overnight delivery.
Dyson	Engineering innovation.
Innocent	A friendly, human approach.
Amazon	Convenience.

Complete the following fields: (We have pre-filled for Dyson.)

Why do customers choose you over competitors?(Required)

What do you do exceptionally well?(Required)

What has helped your business grow most successfully so far?(Required)

Has your competitive advantage changed in recent years?(Required)

What should make you stand out in the future?(Required)

Question 4. Brand Values

Which of your existing values should never change?

As businesses evolve, products, services and markets may change. However, the strongest brands remain rooted in a set of core values that guide decisions, culture and customer experience.

This is your opportunity to identify the principles that are fundamental to your business and should be protected as your brand evolves.

Below are some examples of values associated with well-known brands.

Apple	Innovation, Simplicity, Excellence
Patagonia	Environmental Responsibility
John Lewis	Trust, Service, Partnership
LEGO	Creativity, Learning, Quality

Tick any values that are important to your business today(Required)

Integrity

Accountability

Innovation

Trust

Quality

Simplicity

Leadership

Teamwork

Ownership

Passion

Continuous Learning

Diversity

Humility

Commitment to Customers

Constant Improvement

Creativity

Reliability

Sustainability

Add any other Values you think are appropriate to YOUR brand:

Which values genuinely drive decisions in your business?(Required)

Have any values become more important as you've grown?(Required)

Are there values you want to strengthen in the future?(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.