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Brand Strategy Questionnaire

Using the 9 Pillars of Branding, we will create Lean Brand Strategy to begin with.

1. Brand DNA

Purpose:

  • What is the core reason your brand exists beyond making a profit?
  • How does your brand contribute to the world or solve a specific problem?

Vision:

  • Where do you see your brand in the next 5 to 10 years? What world or market are you trying to create?
  • What impact do you want your brand to have on the world?
  • how do you want clients to feel after they see your work?

Mission:

  • What does your brand do, who does it serve, and how does it achieve its purpose?
  • How would you summarize your brand’s mission in one or two sentences?

Values:

  • What are the fundamental values that guide your brand’s decisions and behavior?
  • How do these values shape your brand’s interactions with customers and partners?
  • What determines a good quality product and quality process?

2. Target Audience

  • Who are your ideal customers?

  • Can you describe them in terms of age, gender, location, and other basic details?

  • What problems or needs do your customers have?

  • What challenges or issues are they trying to solve that your brand can help with?

  • What motivates your customers?

  • What are their main goals or desires that drive their decisions?

  • How does your brand make their lives better?

  • In what way does your product or service improve their situation or solve their problems?

  • What do your customers like or dislike?

  • Are there specific things they appreciate or dislike in products or services similar to yours?

  • Where do your customers spend their time online or offline?

  • Do they have favorite websites, social media platforms, or places they go regularly?

  • How do your customers usually find out about new products or services?

  • Do they rely on social media, recommendations from friends, or other sources? What kind of language or tone resonates with your audience?

  • Do they prefer formal or casual language? Are there specific words or phrases they respond to?

3. Positioning Strategy

  • Who are your main competitors, and what are their strengths and weaknesses?
  • What gaps or unmet needs exist in the market that your brand can address?
  • How does your brand differentiate itself from competitors? What is your unique selling proposition?

4. Brand Personality

  • How would you describe your brand’s personality? (e.g., professional, innovative, empathetic, artistic)
  • What brand archetypes resonate with your brand (Primary: Ruler, Artist; Secondary: Caregiver, Sage)?
  • How should your website and social media reflect this personality? eg The answer will look like this:

Our brand stands out from competitors because of [specific feature or benefit]. Unlike other brands that [describe what competitors typically offer], we [describe how your brand offers something different or better].

Unique Selling Proposition (USP): Our unique selling proposition is [brief statement summarizing what makes your brand unique]. This means that when customers choose our brand, they get [specific advantage or benefit], which is different from what they would get from [mention a competitor or a common alternative]

5. Verbal Identity

  • What tone and language style does your brand use? (e.g., formal, conversational, inspiring)
  • Are there specific words or phrases that should be consistently used or avoided?
  • How should the tone and tempo of your communication align with your overall brand identity?

6. Brand Messaging

  • What key messages or value propositions are important for your target audience?
  • How do these messages align with your brand personality and values?
  • What are the primary goals you want to achieve with your messaging?

7. Brand Story

  • What is the story of your brand? How did it come to be?
  • Can you share stories of your clients or customers that reflect their experiences with your brand?
  • How do these stories resonate with your audience’s journey and challenges?

8. Brand Name & Tagline

  • What is your current brand name and tagline (if any)?
  • How does your brand name and tagline reflect your brand’s purpose, mission, and values?
  • Are there any new names or taglines being considered? What are they, and how do they align with your brand strategy?

9. Visual Identity

  • What colors, fonts, and visual styles represent your brand?
  • Are there specific images, icons, or design elements that should be incorporated?
  • How should these visual elements reflect your brand’s personality and positioning?