Brand Assessment Questionnaire

Company details
Company name
Website URL
Contact name
Email
Address
Phone
1/5
Company
What does your company do?
In what industries/sectors does your business operate?
What are your strategic goals?
What activities / things do you think you need to do to help you grow?
What are your current business challenges?
2/5
Competition
Understanding the competition helps in positioning the brand effectively.
Who are your main competitors?
What are their main strengths?
How competitive is the market
(1 = uncompetitive, 5 = highly competitive)
In what ways is it difficult for new players to enter your market?
Why do your customers select you over the competition?
In what ways are you different to your competition?
Why would customers choose the competition rather than your business?
3/5
Customer
Describe the profile of your ideal customer
e.g. age, life stage, gender, culture, employment type, household income.
How do you (or will you) advertise/promote yourself?
e.g. adwords, social media, industry publications/events.
How do you (or will you) track where your customers are coming from?
How satisfied are you with your current advertising strategy?
(1 = uncompetitive, 5 = highly competitive). Please leave blank if you do not have a strategy.
How do you (or will you) capture prospect and customer information?
e.g. web forms, sign-ups, trial sign-ups, social media data, in person.
I'm looking for a long-term partnership
Do you have a database of customers? How do you segment them?
How do you communicate with your customers?
e.g. direct selling, social, website, advertising, sponsorships, newsletter etc.
4/5
About your brand
What is your purpose? How do you want to make a difference?
What are your brand values? What do you stand for?
What is your brand personality?
If your brand was a person, how would it be described?
What is your value proposition?
i.e. why should people buy from you and not the competition
How do you want to be positioned in the market?
e.g. customer service excellence, innovative, responsive, high quality, affordable
How well does your brand image accurately represent what you stand for? (Brand image is the general impression, perceptions and associations that customers have of your brand.)
(1 = not very well, 5 is very well). Please leave blank if you are looking to develop a new brand.
Final question - do you have any other comments? Is there anything else we should know?
5/5
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