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BRAND DISCOVERY QUESTIONNAIRE

A brand is far more than just a logo.

It’s the story you tell and how you tell it.
It’s the tone, language, and personality you present online, in person, and across all media.
It’s the way your employees represent your values in every interaction.
It’s the style, color, and emotion that comes through in every visual touchpoint.

This questionnaire is designed to guide a serious, introspective look at your company - not just who the company is today, but who it is striving to become. It’s not about buzzwords or best guesses. It’s about capturing the truth of your brand from the inside out, and aligning it with how you want the world to perceive you.

Please answer honestly, from the heart. Don’t overthink your responses or say what you think the answer should be. Instead, reflect on what truly defines your company and how it shows up to the world. Answer these questions based on your perception of your company's values, not your own personal values.

Estimated completion time: 20 - 30 minutes.

Contact Information:

First name

Last name

Company name

Position

Section 1: Foundational Brand Questions

1. What is the primary mission of your company? (e.g., To simplify healthcare access, To inspire creative thinking)

2. What makes your company stand out from competitors in your space? (e.g., Faster service, playful tone, exceptional support)

3. What are the top 3 values your company upholds every day? (e.g., Integrity, Creativity, Empathy)

4. How do you want customers to feel when they interact with your company/brand? (e.g., Confident, Inspired, Amused, Cared for)

5. If your company were a person, how would you describe its personality? (e.g., Witty, Nurturing, Fearless)

6. What 3 words would you like people to associate with your company? (e.g., Caring, Daring, Mysterious)

Section 2: How Your Company Brand Shows Up in the World.

In this section, select the ONE best answer. If you feel there is a second answer that equally applies, you may select a second.

1. When people talk about your company, what do you hope they say?

(Select 1 or 2 that fit best)

2. If your company walked into a room, what kind of energy would it bring? (Select 1 or 2 that fit best)

3. How does your company approach challenges or conflict? (Select 1 or 2 that fit best)

4. What’s your company’s superpower in the eyes of your audience?

(Select 1 or 2 that fit best)

5. When creating something new, what’s your company's mindset?

(Select 1 or 2 that fit best)

6. How does your company communicate its message to the world?

(Select 1 or 2 that fit best)

7. What kind of experience does your company want to create for its customers? (Select 1 or 2 that fit best)

8. What’s the bigger purpose that drives your company forward?

(Select 1 or 2 that fit best)

Section 3: Discovering Your Company’s Core Identity

In the following section, select ONLY those that apply for each question. Not every answer will apply to your company, and this is normal.

If no answers apply in a question, you may leave all boxes unchecked.

THE HERO

1. How does your company take on challenges?

Select ONLY those that apply

1. How does your company take on challenges?

We act decisively and with purpose.

We set ambitious goals and pursue them relentlessly.

We focus on performance and progress.

We take initiative to fix problems fast.

We motivate teams to rise to the occasion.

We don’t shy away from competition.

2. What defines your company’s strength?

Select ONLY those that apply

2. What defines your company’s strength?

We are dependable in difficult situations.

We earn respect through results.

We push through when others quit.

We inspire people to exceed expectations.

We deliver real impact.

We thrive under pressure.

3. What best describes your company’s mindset?

Select ONLY those that apply.

3. What best describes your company’s mindset?

THE CREATOR

4. What drives your company’s innovation?

Select ONLY those that apply.

4. What drives your company’s innovation?

We create new solutions to old problems.

We’re driven by imagination.

We prefer originality over repetition.

We find inspiration in everything.

We combine beauty with function.

We turn abstract ideas into reality.

5. How does your company build value?

Select ONLY those that apply.

5. How does your company build value?

Through thoughtfully crafted work.

Through constant experimentation.

Through aesthetic and functional design.

Through inventive storytelling.

By pushing creative boundaries.

By shaping new experiences.

6. What best describes your company’s mindset?

Select ONLY those that apply.

6. What best describes your company’s mindset?

THE SAGE

7. How does your company make decisions?

Select ONLY those that apply.

7. How does your company make decisions?

We rely on research and data.

We consult experts and consider precedent.

We take a rational, well-thought-out approach.

We prioritize clarity and truth.

We assess risks with logic and objectivity.

We don't guess - we study first.

8. What role does your company play for your audience?

Select ONLY those that apply.

8. What role does your company play for your audience?

We're a trusted advisor or mentor.

We educate and empower our clients.

We break down complex ideas into simple insights.

We publish or share knowledge regularly.

We stay on top of industry trends.

We challenge assumptions with facts.

9. What best describes your company’s mindset?

Select ONLY those that apply.

9. What best describes your company’s mindset?

We lead with knowledge and insight.

We believe truth drives trust.

We value depth over flash.

We respect critical thinking.

We are a source of clarity for others.

We serve through wisdom.

THE CAREGIVER

10. How does your company support its customers or clients?

Select ONLY those that apply.

10. How does your company support its customers or clients?

We check in often and follow up.

We go above and beyond to make people feel safe.

We offer support, not just service.

We build long-term relationships.

We care about well-being, not just results.

We anticipate needs before they arise.

11. How does your company create loyalty?

Select ONLY those that apply.

11. How does your company create loyalty?

By showing genuine compassion.

By always being there when needed.

By helping during difficult times.

By being dependable and warm.

By putting others before ourselves.

By staying humble and kind.

12. What best describes your company’s mindset?

Select ONLY those that apply.

12. What best describes your company’s mindset?

THE RULER

13. How does your company lead in its industry?

Select ONLY those that apply.

13. How does your company lead in its industry?

We set standards others follow.

We establish strong, organized systems.

We maintain a premium image.

We ensure consistency and quality.

We hold ourselves and others accountable.

We lead by example.

14. What makes your company trustworthy?

Select ONLY those that apply.

14. What makes your company trustworthy?

15. What best describes your company’s mindset?

Select ONLY those that apply.

15. What best describes your company’s mindset?

We lead through order.

We take responsibility seriously.

We build trust with consistency.

We uphold tradition when it works.

We define success with structure.

We manage with vision and rules.

THE JESTER

16. How does your company make things more enjoyable?

Select ONLY those that apply.

16. How does your company make things more enjoyable?

We bring lightness and /or humor to serious topics.

We entertain and delight customers.

We make people laugh and feel good.

We use wit, fun, and personality in messaging.

We offer a break from the ordinary.

We make business feel human.

17. How do you connect with your audience?

Select ONLY those that apply.

17. How do you connect with your audience?

Through humor and relatability.

Through informal, human conversation.

With fun, interactive experiences.

With quirky design and messaging.

With charm and clever storytelling.

With positive, playful energy.

18. What best describes your company’s mindset?

Select ONLY those that apply.

18. What best describes your company’s mindset?

THE EVERYMAN

19. How does your company relate to your audience?

Select ONLY those that apply.

19. How does your company relate to your audience?

We focus on speaking like real people.

We avoid unnecessary hype and flash.

We build community and trust.

We focus on the practical and useful.

We’re accessible and affordable.

We connect with everyday needs.

20. What defines your company’s culture?

Select ONLY those that apply.

20. What defines your company’s culture?

We treat everyone with respect.

We believe in fairness and honesty.

We’re team-oriented.

We keep things simple and clear.

We’re humble and down-to-earth.

We’re inclusive and collaborative.

21. What best describes your company’s mindset?

Select ONLY those that apply.

21. What best describes your company’s mindset?

We’re just like our customers.

We believe in being real.

We keep things approachable and simple.

We avoid overcomplicating things.

We care about people feeling welcome.

We’re grounded and relatable.

THE LOVER

22. How does your company connect emotionally?

Select ONLY those that apply.

22. How does your company connect emotionally?

We create emotional, human stories.

We make things feel personal.

We celebrate beauty and feeling.

We focus on meaningful relationships.

We make our brand feel intimate.

We evoke desire and loyalty.

23. What kind of relationships does your company build?

Select ONLY those that apply.

23. What kind of relationships does your company build?

24. What best describes your company’s mindset?

Select ONLY those that apply.

24. What best describes your company’s mindset?

We value emotional connection.

We want our brand to feel human.

We create experiences that stir the heart.

We bond with our audience.

We design with passion.

We express love through quality and care.

THE INNOCENT

25. How does your company stay true to its values?

Select ONLY those that apply.

25. How does your company stay true to its values?

We are honest and open and transparent.

We avoid manipulation or exaggeration.

We keep our visuals and messaging clean.

We maintain a sense of optimism.

We believe in doing the right thing.

We keep our promises simple and sincere.

26. How should your company’s messaging be defined?

Select ONLY those that apply.

26. How should your company’s messaging be defined?

27. What best describes your company’s mindset?

Select ONLY those that apply.

27. What best describes your company’s mindset?

THE EXPLORER

28. How does your company innovate?

Select ONLY those that apply.

28. How does your company innovate?

We constantly try new things.

We explore what others haven’t.

We seek the edge of what’s possible.

We’re fueled by curiosity.

We follow paths less traveled.

We crave new adventurous experiences.

29. What motivates your company most?

Select ONLY those that apply.

29. What motivates your company most?

30. What best describes your company’s mindset?

Select ONLY those that apply.

30. What best describes your company’s mindset?

THE MAGICIAN

31. What kind of transformation does your company offer?

Select ONLY those that apply.

31. What kind of transformation does your company offer?

We help people achieve breakthroughs.

We change perspectives and look at things differently.

We make things feel extraordinary and magical.

We unlock potential.

We inspire new outcomes.

We create something from nothing.

32. How does your company influence people?

Select ONLY those that apply.

32. How does your company influence people?

33. What best describes your company’s mindset?

Select ONLY those that apply.

33. What best describes your company’s mindset?

We believe change is possible and strive for it.

We’re visionaries and dreamers.

We connect unseen dots.

We turn complexity into clarity.

We create impact behind the scenes.

We’re here to inspire transformation.

THE OUTLAW

34. How does your company challenge norms?

Select ONLY those that apply.

34. How does your company challenge norms?

35. What makes your company feel different?

Select ONLY those that apply.

35. What makes your company feel different?

We don’t follow trends - we make them.

We push boundaries.

We stand for unpopular truths.

We challenge comfort zones.

We go where others won’t.

We invite people to think differently.

36. What best describes your company’s mindset?

Select ONLY those that apply.

36. What best describes your company’s mindset?

We’re here to disrupt.

We break rules for the better.

We fight for what's right.

We refuse to be silenced.

We take action, not just talk.

We burn down barriers to build up something new.

You're Done!

Click submit to finish the discovery.

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Every story has a beginning. Let's start yours today.

BRAND DISCOVERY QUESTIONNAIRE

Contact Information:

Section 1: Foundational Brand Questions

Section 2: How Your Company Brand Shows Up in the World.

Section 3: Discovering Your Company’s Core Identity

THE HERO

THE CREATOR

THE SAGE

THE CAREGIVER

THE RULER

THE JESTER

THE EVERYMAN

THE LOVER

THE INNOCENT

THE EXPLORER

THE MAGICIAN

THE OUTLAW

You're Done!

Click submit to finish the discovery.

Every story has a beginning.
Let's start yours today.