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Brand Discovery by Denny Kurien

Welcome. The following questionnaire will help me and my team understand your brand's context and background, from its essence and rationale to its competitive landscape, target audience and personality.

This will help us determine how your business can best serve your customers.

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Your Brand's Name (In case it's not defined yet please specify type of product / service and main industry)

PART 1

Project Introduction

Tell us a bit about your business and what products / services do you offer? Where would you like to see your business in 5 years?

PART 2

Target Audience

Who is going to buy your product/service? Describe one person that would be your main target, try to go as realistic as possible

Gender

Male

Female

Both

Age

Under 25

25 to 35

35 to 50

50 to 65

Over 65

Academic Background

Highschool

College

Masters & PhD

Where do they live? (Name one city/town.)

Occupation (what do they do for a living?)

Annual Income

Under $20,000

$20,000 to $40,000

$40,000 to $80,000

Over $80,000

What technology brands do they usually buy? (Smartphones, gadgets, computing, sound systems, etc. )

What Fashion brands do they like to wear? (either to work or on weekends)

How do they move aroud?

Driving their own car

Public transportation

Bike or Electric Scooter

Walking

Car sharing services

Other

Where do they work?

Big downtown corporate building

At home

In the trendiest coworking space in town

At a cool startup office

Other

Where do they go on vacation?

A relaxing calm beach

A multicultural big city

An exciting roadtrip

A fancy luxurious resort

Other

What kind of music do they listen to?

What are their hobbies? (How do they spend their free time. Any outdoor sport? Movies? Reading while listening to their favorite Spotify playlist.)

Why do your customers come to you instead of your competitors?

PART 3

Competitive Landscape

Geographically (where is your brand located? Is it located somewhere specific or across a whole continent? Knowing more about this will help us understand your current ecosystem.)

Tell me a bit about your main competitors, what do you know about them. Share as much information as possible, such as websites, social media, etc.)

PART 4

Brand Values & Personality

Which are the most relevant values for your brand? (please select 5)

Authenticity

Consistency

Quality

Passion

Relevance

Efficiency

Innovation

Responsibility

Customer-Centered

Empathy

Community

Integrity

Sustainability

Which of the following adjectives, best describe your brand (please select 5)

Cool

Funny

Aggressive

Loyal

Fashionable

High-End

Flashy

Bold

Imaginative

Edgy

Warm

Old Fashioned

Sexy

Clever

Human

Expert

Strategic

Approachable

Sophisticated

Magical

What is the biggest challenge for you in your industry? What is the biggest challenge for your customers?

Is your brand Accessible or Exclusive?Very AccessibleSomewhat AccessibleBoth Accessible & ExclusiveSomewhat ExclusiveVery ExclusiveIs your brand Accessible or Exclusive?

Is your brand serious or playful?Very SeriousSomewhat SeriousBoth Serious & PlayfulSomewhat PlayfulVery PlayfulIs your brand serious or playful?

Is your brand simple or complex?Very SimpleSomewhat SimpleBoth Simple & ComplexSomewhat ComplexVery ComplexIs your brand simple or complex?

Is your brand Steady or DynamicVery SteadySomewhat steadyBoth Steady & DynamicSomewhat DynamicVery DynamicIs your brand Steady or Dynamic

Is your brand friendly or corporate?Very FriendlySomewhat FriendlyBoth Friendly & CorporateSomewhat CorporateVery CorporateIs your brand friendly or corporate?

Is your brand Feminine or MasculineVery FeminineSomewhat FeminineBoth Feminine & MasculineSomewhat MasculineVery MasculineIs your brand Feminine or Masculine

Is your brand traditional or progressive?Very TraditionalSomewhat TraditionalBoth Traditional & ProgressiveSomewhat ProgressiveVery ProgressiveIs your brand traditional or progressive?

Is your brand Natural or UrbanVery NaturalSomewhat NaturalBoth Natural & UrbanBoth Natural & UrbanVery UrbanIs your brand Natural or Urban

Which Pair of Words Best Describes Your Brand?

Approachable & for Everyone

Inspirational & Magical

Bold & Adventurous

Passionate & Loving

A Winner & Driven

Imaginative & Talented

Caring & Considerate

Radical & Different

Insightful & Knowledgable

Playful & Amusing

Leadership & Influence

Goodness & Happiness

How would you like your brand to be seen by customers?

The Hero

Best Friend

Creative

Teacher

A Geek

Explorer / Pioneer

Helper

Expert

An Entertainer

Which of the following Needs does your Brand Offer people?

Sense of Belonging

Intimacy

Pleasure

Knowledge

Service

Empowerment

Liberation

Safety

Innovation

Control

Adventure

Mastery

What Colour would you Most associate with the Personality and Outlook for your Brand?

White

Yellow

Orange

Green

Red

Purple

Blue

Grey

Black

Does your brand focus more on Social Values or Individual Values

Social values (e.g. Friendship, Unity, Popularity and Community)

Individual Values (e.g Individualism, Esteem and Freedom)

Does your brand prefer....

Predictability and Stability?

Risk, Change and Excitement?

How does your brand, product or service help people?

It offers people Freedom or Escapism

It helps people have Fun and Enjoy life

It offers Safety and Protection

It Educates or helps people Realise their Potential

It Motivates people to Achieve or be Better

It helps people Create and Inspire

It Leads the Way

It Breaks Conventions and the Status Quo

Gives people the sense of Belonging and Acceptance

It Transforms peoples Lives or Amazes them

It helps people Enjoy and Realise the Child within them

Makes people feel Loved, Wanted and Indulged

Compared with your Competitors - What is your brand's main point of difference

The First (e.g. Original)

The Most Successful (e.g. Biggest)

The Most Effective (e.g. Improvement and Results)

The Most Creative (e.g. Ideas and Products)

The Most Fun (e.g. Good times, Humorous)

The Most Popular (e.g. Liked by Everyone)

The Most Caring (e.g. Nurturing and Supportive)

The Most Radical (e.g. Different)

The Most Knowledgable (e.g. Smart, Educational and Intelligent)

The Most Romantic (e.g. Emotional, Warm, Passionate)

The Most Adventurous (e.g. Worldly, Excitement, Determined)

The Most Wholesome (e.g. Innocent, Simple and Good)

Anything else you'd like to mention about your business?

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