Brand Guideline Questionnaire

This Vital worksheet is intended to help us understand your brand and also function as a brand exercise for you. You might learn some things about yourself in the process :) Upon submission of this form we will email you the completed questionnaire for your records.

Please consider these questions carefully and do not hesitate to clarify any of the questions with us.

Brand Values
Company Mission Statement:*

Company Values: [Five words to guide priorities and show how employees should act]*

1	2	3	4	5

Product/Service Positioning Statement: [ex. For upscale American families, Volvo is the family automobile that offers maximum safety.]*
Customer Benefit of Your Products/Services: [ex. Saves Time, Saves Money, Increases ROI]*

List five words that represent your brand:*

1	2	3	4	5

List three messages that your brand needs to communicate:*

1	2	3

Value Proposition - If your customers get only one message about this brand, what do you want it to be?*
Brand Attributes
Please indicate on the bars below where your brand would fall between the two opposing characteristics.
Feminine - Masculine*
Feminine
2
3
4
Masculine
Simple - Intricate*
Simple
2
3
4
Intricate
Grey - Colorful*
Grey
2
3
4
Colorful
Conservative - Extravagant*
Conservative
2
3
4
Extravagant
Approachable - Authoritative*
Approachable
2
3
4
Authoritative
Necessity - Luxury*
Necessity
2
3
4
Luxury
Fun - Serious*
Fun
2
3
4
Serious
Professional - Casual*
Professional
2
3
4
Casual
Modern - Classic*
Modern
2
3
4
Classic
Sporty - Elegant*
Sporty
2
3
4
Elegant
Extreme - Safe*
Extreme
2
3
4
Safe
What color(s) best represent your brand?*
What color(s) would you NOT like to see?*
What words would you use to describe your brand?*
What words do you NOT like to use to describe your brand?*
What attributes and/or emotions do you want associated with your brand?*
What attributes or emotions would you NOT want associated with your brand?*
Please provide list of brands that you like or would like to emulate*
Abstract Values
If your brand was a person, how would you describe it to a friend?*
How would you describe its style?*
What pastimes would it have?*
What other brands would be its friends?*
Where would it hang out?*
Age? Gender?*
What actor/actress would be perfect to play your brand? Why?*
What kind of car would it be? Why?*
What animal would represent your brand? Why?*
Please Make sure you fill out the contact information below. Once you submit this form we will email you your entire questionnaire.
Name*
First Last
Email*
Company Name*
Website (Optional)
Comments (Optional)
This field is for validation purposes and should be left unchanged.

We guarantee 100% privacy. Your information will not be shared. We'll treat your information with the utmost respect; we won't sell it, rent it or let it eat junk food.

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Your Company’s Framework for Success

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Brand Guideline Questionnaire

Brand Values

Brand Attributes

Abstract Values

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