Questionnaire – 15 questions you should ask yourself when building your brand identity

For a new or growing business, developing a brand is often overlooked as its value is either thought to be immeasurable in results and the last thing a company wants to spend its money on.

I used to think building a brand was a task strictly left for graphic designers, but the truth is branding is for marketers and business owners.

Branding takes place at every touch point and every time a customer interacts or even thinks about your brand. Branding is ultimately controlled by the customers, and not by you, the marketer.

A Logo is not a brand

Your business has a name and logo and you advertise, but do you have a brand? Successful companies know that branding goes deeper than a name and logo and that by defining and establishing their brand helps them drive their marketing strategy, supporting lead generation and creating customer loyalty.

A strong brand can give you the competitive edge you need.

Strong brands can:

• create greater customer loyalty

• make you less sensitive to competitive pricing

• increase trial of new products

• increase support from trade partners

• provide focus to marketing efforts

• allow you to attract the resources you need such as talent and capital

• are instrumental in developing strategic partnerships

• act as a powerful tool for guiding internal decision making.

To begin a branding process you need a clear direction. From how your brand values affect the way you create effective messages to design preferences for your logo. Its also easier to work with designers, copywriters and strategists when you know what you want.

To get you started we are offering you this small questionnaire to help you through the discovery phase. As part of a full discovery process this questionnaire will begin to inform how any company should begin a branding project.

Brand Values

1. Company mission statement: A written declaration of a company or organisation’s core purpose and focus that normally remains unchanged over time. Properly crafted, a mission statement will serve as a filter to separate what is important from what is not, will clearly state which markets will be served and how, and communicate a sense of intended direction to the entire company/organisation.

2. Product/services positioning statement: A positioning statement explains what your brand does, the benefits of it, and who you target, helping to keep marketing efforts focused and aligned.

3. What benefits do your services or products bring? Do those benefits increase a return in investment? Do they save your customers money? Think about how exactly you’re helping your target audience.

4. What five words represent your brand: Think about your brand’s personality. How would you describe it?

5. What three messages must your brand communicate:These messages should be relevant to your target audience.

6. Value proposition: How do you solve your customers’ problems? This should summarise why someone should buy your product or invest in your services.

Brand Attributes

The following questions will help identify the personality and characteristics of your brand.

7.   How does your brand’s image fall between these opposing characteristics?

Necessity Luxury
Expensive Economical
Light Serious
Formal Casual
Exotic Commonplace
Discreet Aggressive
Hi-tech industrial Homemade
Heritage Groundbreaking
Modern Classic
Quiet Loud
Simple Complex
Subdued Bright
Black/white Colourful
Feminine Masculine
Raw Refined

8. What colours represent your brand?

9. What colours do not represent your brand?

10. What words would you use to describe your brand?

11. What words would you not use to describe your brand?

12. What attributes and/or emotions do you want associated with your brand?

13. What attributes and/or emotions would you not want associated with your brand?

14. People seldom but rationally, they invariably buy emotionally. What are the emotional benefits that only you deliver to our customers?

15. Personality and Voice – How do you present yourself? Do you have a sense of fun; are you honest to a fault? Are you a casual brand or have a “suit and tie” mentality?

What your company does, what you do and say affects how your customers feel about you. Managing their expectations is delivering the right brand experience for your business.

Whether or not your business has put effort into defining a brand identity in the past, you have some identity if you have an online presence. It may not be cohesive or well-defined, but you have an identity in some form.

If your company is considering a rebranding or brand definition project, it may be important to consider why you're initiating this effort. Is your existing brand poorly-defined to the point that it's almost non-existent? Is it a poor fit with who you really are? Have you introduced a new leader or ownership team that's drastically changed your culture?

Understanding the reason you need to define your brand can reveal some important room for improvement. Use this knowledge to inspire the right kind of change.

And of course, if you would like to explore any of the answers that you have come up with to any of our questions please feel free to have an exploratory chat.

Helix Design Ltd

Call Raymond : 020 8567 5816 | +44 788 1958 290 or email