Branding Questionnaire

Step 1: Identifying your customers real desire

All business-customer relationships are transactional in nature. But brands that tap in to who their audience is, and WHY that audience are seeking a solution, have the tools to connect emotionally.

Take a lawnmower brand as an example. Their customers will want a product to keep their grass in shape, but dig a little deeper and you may uncover that their audience may be house-proud with a desire to portray superiority or to simply belong.

Step 2: Identify Your Personality Position

If you want to mean more to your customers and start communicating with them in a way that makes them remember (and like) you, then your brand needs a real personality. Not a collection of cherry-picked characteristics, but a warts-n-all personality, with an outlook on life and opinions of the world.

With the right personality, your brand will make real connections.

Your language and tone of voice will represent a stance that is aligned with who your audience is and your communication will feel more human than ever before.

The Brand Archetype framework helps you identify the desire you want your audience to feel when they connect with your brand and to adopt the personality and behaviours that evoke that desire.

Step 3: Give Your Brand Opinions and an Outlook on Life

Once you have your archetypal mix, you can begin to flesh out your brand personality. The goal of this exercise is to bring your brand to life and begin to personify who your brand is from its beliefs and outlook on life, to the way it articulates and communicates.

Pose a series of questions to your brand related to your expertise, market, industry, social outlook, and a broad outlook on the world as a whole.

  • What do you love and why?
  • What do you dislike / hate and why?
  • Where do you bring the most value to your audience
  • What is the one thing you would change about your industry above all else, and why?
  • Why is your market a great space to be in?
  • What is important to you in the way you do business?
  • What does your audience need to be protected against?

Step 4: If my brand was a ...

Let's have some fun. Don't think too much, just write down the answer that come to mind when you think of your brand

Tell us a little about yourself.