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    C5 BrandRebrandQuestionnaire Workbook Final

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    Diana- Maria Vulpe
    This document contains a questionnaire to help examine an organization's current branding and identity to identify areas for change and improvement as part of a rebranding process. It includes sections to evaluate the current brand heart, visual identity, verbal identity, as well as desired future positioning. The questionnaire provides a structured way to analyze the existing brand and vision for the new brand.

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    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd

    C5 BrandRebrandQuestionnaire Workbook Final

    Uploaded by

    Diana- Maria Vulpe
    112 views9 pages
    This document contains a questionnaire to help examine an organization's current branding and identity to identify areas for change and improvement as part of a rebranding process. It includes sections to evaluate the current brand heart, visual identity, verbal identity, as well as desired future positioning. The questionnaire provides a structured way to analyze the existing brand and vision for the new brand.

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    C5-BrandRebrandQuestionnaire-Workbook-Final

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    This document contains a questionnaire to help examine an organization's current branding and identity to identify areas for change and improvement as part of a rebranding process. It includes sections to evaluate the current brand heart, visual identity, verbal identity, as well as desired future positioning. The questionnaire provides a structured way to analyze the existing brand and vision for the new brand.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    112 views9 pages

    C5 BrandRebrandQuestionnaire Workbook Final

    Uploaded by

    Diana- Maria Vulpe
    This document contains a questionnaire to help examine an organization's current branding and identity to identify areas for change and improvement as part of a rebranding process. It includes sections to evaluate the current brand heart, visual identity, verbal identity, as well as desired future positioning. The questionnaire provides a structured way to analyze the existing brand and vision for the new brand.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 9

    Brand/Rebrand

    Questionnaire
    Examine the current state of your branding to
    identify how you’d like to change going forward.

    For more detail on how to use this questionnaire, see our


    Guide to Successfully Complete a Rebrand.

    Brand/Rebrand
    Brand Heart Workbook
    Questionnaire
    01

    3) What is our Brand Heart?


    Current Core List your purpose, vision, mission, and values.

    Identity

    1) Organization name 4) How is our brand currently perceived? Does


    List the way you want it on the logo and any other derivatives. it align with our Brand Heart?

    2) What does our business do?


    Use a succinct, objective description.

    5) How do we want to be perceived?

    Brand/Rebrand Questionnaire Column Five // 2


    6) How has our brand changed over time? 9) How do we differentiate our brand?

    7) Who is our audience? 10) What is our current brand personality?


    Place an X where you want your brand to fall on the spectrum below.

    Traditional Progressive

    Exclusive Accessible

    Corporate Friendly

    Serious Fun, Playful


    8) Who is our competition? How do we fit into
    Understated Bold
    the landscape?
    Simple Complex

    City, Urban Natural

    Familiar
    x Disruptive

    Steady Dynamic

    Realistic Idealistic

    Brand/Rebrand Questionnaire Column Five // 3


    02

    3) How does our current visual identity align or


    Current Visual misalign with our values?

    Identity

    1) What does our current visual identity 4) What do we NOT like about our current
    look like? visual identity?
    Describe logo, color, typography, etc.

    2) What does our current visual identity 5) How has our visual identity changed
    communicate? over time?

    Brand/Rebrand Questionnaire Column Five // 4


    6) How do we feel about our current logo? 8) Why are we creating a new and unique logo?
    Why now?

    7) Where will our logo be used 9) Should our new logo be “evolutionary”
    (print, web, social)? or “revolutionary”?
    Decide whether you want to update your current logo or start
    from scratch.

    Brand/Rebrand Questionnaire Column Five // 5


    10) Why type of “character” or “personality” 11) What type of logo are we more drawn to?
    would we like our new logo to have?

    Logomark Logotype
    A symbol or abstract representation of the Stylized letters representing the brand’s name
    brand (e.g., Nike’s swoosh, McDonald’s (e.g., Coca-Cola, Dell, FedEx, NASA, etc.).
    arches, etc.).

    Combination mark
    A logo that uses a combination of both words
    and symbols to represent the brand (e.g.,
    AT&T, Domino’s, etc.).

    Brand/Rebrand Questionnaire Column Five // 6


    03

    Current Verbal
    Identity

    1) What differentiates us? 3) What is our current value prop?


    Articulate how you’re different from your competitors by filling in this statement:
    “Our [offering] is the only [category] that [benefit].”

    4) What are our three main selling points/


    2) What is our current tagline?
    messaging pillars?

    Brand/Rebrand Questionnaire Column Five // 7


    5) What is our current brand personality? 6) What is our current brand voice/tone?
    It can also be helpful to describe your brand as a persona (e.g., George Clooney with
    the irreverent humor of Jon Stewart).

    Brand/Rebrand Questionnaire Column Five // 8


    Column Five is a creative content agency based in
    Southern California and Brooklyn. We help brands
    discover and tell their best stories.

    Learn more at columnfivemedia.com.

    Created by

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