Identity Questionnaire

Example: We make shoes Why ask: Understand what a company does officially, later on in the questionnaire it will be interesting to see what the real product or service is.

Example: We make great hiking shoes for families and professional hikers. Why ask: We are getting closer to the nature of the business, but we're not done.

Example: Hiking shoes Why ask: That’s more like it.

Example: Hiking. Why ask: See how different the real nature of the business from the official one in question 1.

Example: Columbus, he was an adventurer Why ask: A brand is perceived by consumers like a person. You trust them, you communicate with them through advertising and purchase, you get disappointed by them.

Example: I don’t know, maybe a compass Why ask: Ideas, ideas, ideas, you can’t have enough of them.

Example: They think it’s a small family business. Why ask: Must know what the current perception is to make sure the new identity works for existing and potential customers.

What do you do better than others?

Example: We are seen to be semi-professional. Why ask: This is the bad perception that keeps the business from growing. This is what you have to fight with the new identity.

Example: We want to be seen as a company with traditional values but using the latest technology and materials. Why ask: This is what you have to portray in your new identity to serve your client.

Example: CAT, Timberland and other smaller companies. Why ask: The identity has to be easily identifiable and it has to be unique. It’s essential to research the competition.

Example: CAT and Timberland have strong brands. We are less well known. CAT is masculine, we are not, but want to be. Why ask: We have to identify your brand’s strength and weaknesses and build on them.

Example: Mainly hobby hikers and a few professionals as well. Why ask: You need to know who are you talking to. If you’re talking to kids you need to speak a different visual language than if you’re talking to bankers.

What was keeping someone awake at night that generated this need?

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Identity Questionnaire

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