Brand Guideline Questionnaire

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
Feminine	2	3	4	Masculine

Simple - Intricate

Simple	2	3	4	Intricate
Simple	2	3	4	Intricate

Grey - Colorful

Grey	2	3	4	Colorful
Grey	2	3	4	Colorful

Conservative - Extravagant

Conservative	2	3	4	Extravagant
Conservative	2	3	4	Extravagant

Approachable - Authoritative

Approachable	2	3	4	Authoritative
Approachable	2	3	4	Authoritative

Necessity - Luxury

Necessity	2	3	4	Luxury
Necessity	2	3	4	Luxury

Fun - Serious

Fun	2	3	4	Serious
Fun	2	3	4	Serious

Professional - Casual

Professional	2	3	4	Casual
Professional	2	3	4	Casual

Modern - Classic

Modern	2	3	4	Classic
Modern	2	3	4	Classic

Sporty - Elegant

Sporty	2	3	4	Elegant
Sporty	2	3	4	Elegant

Extreme - Safe

Extreme	2	3	4	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?

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.

First name

Last name

Company Name

Website (Optional)

Brand Guideline Questionnaire