Brand Assessment Questionnaire - Collective Alternative

Be sure to answer questions from this section on your own without any discussion or influence of others.

17%

Your Details //

Company Name*

Full Name*

Title

Email*

CURRENT BRAND //

What is your brand?

What singular message do you believe is delivered by way of your brand?

Who is your target audience?

Not who you currently advertise to or who your current customers/clients are, but who you WANT to reach.

What is your target audience's demographic information?

(income, location, age, sex, decision-makerâs role/occupation, etc.)

Do you feel you are currently reaching this audience? In what capacity?

What do you feel is missing, if anything, from your current brand?

Do you have a 30-second elevator speech? What is it?

EMPLOYEE'S FEEDBACK //

Each of you should ask 2 or 3 different employees, at varying levels of the organization, for their feedback to the following questions.

Ask your employees what your brand is.

A. Are their responses consistent with what your clients see and feel?

B. Is that consistent with what you WANT them to see and feel?

Ask your employees what message your brand delivers.

(If you do have a business plan, would you please share it)

Ask your employees why your customers choose your organization.

A. Is this consistent with your 30-second elevator speech?

B. Are the answers consistent amongst your employees?

Do you feel your employees have a good grasp on your brand and communicate it effectively?

A. If no, why not?

COMPETITOR INFORMATION //

Who are your THREE major competitors?

(If you do have a business plan, would you please share it)

Why do you believe they are a competitor?

(If you do have a business plan, would you please share it)

What is their niche?

In other words what is it that seems to make them good at what they do?

Why would a prospective customer choose them over you?

(If you do have a business plan, would you please share it)

What do you think their branding says about them?

(If you do have a business plan, would you please share it)

DECISION-MAKING PROCESS //

List THREE things you offer (processes, corporate strategies, personality traits, services, etc.) that are unique to your industry and your competition.

(good customer service, love what we do, etc. are not unique enough) Note: These things should not be things that your competition can claim.

List THREE things that drive your customers decision to choose you?

(If you do have a business plan, would you please share it)

What emotional factors enter in the decision-making process (for your customer's) when looking at you and your services?

(If you do have a business plan, would you please share it)

What are a few things or insufficient areas you feel are causing you to miss opportunities?

(If you do have a business plan, would you please share it)

What are a few things you feel are not working with your current branding and messaging, or even your internal procedures, workflow, etc.?

(If you do have a business plan, would you please share it)

BRAND //

Think clearly about your target audience and their decision-making process. Imagine you have no brand established currently...

Your Details //

CURRENT BRAND //

EMPLOYEE'S FEEDBACK //

Ask your employees what your brand is.

COMPETITOR INFORMATION //

DECISION-MAKING PROCESS //

BRAND //

Making Business Personal®​

Making Business Personal^®