Brand Discovery Questionnaire

Brand (\’Brand\): The set of expectations, memories and relationships – the overall ‘feeling’ – consumers associate with a certain product/service when thinking about it (consciously or subconsciously).

This document IS NOT just an exercise. This was strategically designed to help your team, and the Double L Brands team, understand the intricacies of the brand. By answering these questions now, we will save multiple hours of back-and-forth down the road – allowing us to immediately focus on growing the brand and taking your business to the next level!

*This is NOT a test – answer however you want, as long as it helps paint the picture!

Product and/or Service Offerings – What Exactly is it that you Do?

These questions focus on what your brand has to offer.

1. What’s the 2-sentence elevator pitch?

2. What real need does your product or service fulfill?

3. List the key features for each product/service offering, including at

least one benefit for each feature.

4. Of these features and benefits, which ones differentiate you the most?

(Just rank them in order of differentiation above w/ #1, #2, etc.)

5. (Real talk here, no blind loyalty) What are some of the reasons your

consumers/clients buy your product or engage in your service?

6. (Real talk here, no blind loyalty) What are some reasons why your

consumers/clients would not buy or engage in your service?

7. What trends are happening now that are or could affect your

products/services moving forward? (Think product evolution)

Target Audience – Who is Buying what you’re Selling?

These questions will help us better understand who the primary target audience is, and act as a guide in creating the correct brand persona. *Hint: It is NOT “everyone” or “any female” or “all dogs”, be specific.

1. How old are they? (18-24? Mid 30’s? Elderly Care Age?)

2. What types of career positions do they hold?

3. What is their income level? ($50-70K? Affluent? Money is no object?)

4. What is their gender?

5. Where is your target audience located geographically (States, Cities,

whether they’re Urban, etc.)?

6. What are some (applicable) traits or characteristics of these people

that will help us? (They like organic food? They love fashion &

philanthropy? They go out on the town 4+ times a week?)

7. (As it relates to your offerings) Are they driven by facts or emotion?

8. What matters most to them? (Family? Cheap drinks? Looking good?)

9. What motivates them? (Discounts? Early Access? Looking cool?)

10. Why do you think this is your target audience? (This is broad, but

important).

Competitive Advantage – How does your Brand Stand Out?

These questions are designed to help us understand how you stand against your competitive set.

1. Who are your top three competitors? Why is each one in top 3?

2. What are the strengths and weaknesses of each competitor? (In

general, but also as they relate to your brand)

3. How do you/will you differentiate yourself from them?

4. (Real talk here, no blind loyalty) Why should your consumers/clients

use you over the competitor?

5. (Real talk here, no blind loyalty) Why shouldn’t your consumers/clients

use you over the competitor?

6. How do your competitors present themselves online? (How is website?

What social media do they use? Any digital ad spends, if so, where?)

7. What are the strengths and weakness of their online presentation?

Brand Messaging – How are you Presenting the Brand?

These questions are more open-ended, as they help us to optimize and/or create your brand persona, which serves as the foundation for any/all outbound communications in the future.

1. What 6 words best describe your brand? This should encompass how

people feel when they see/think about your brand, but also will serve

as our foundation for all content put out (must tie back to these

somehow)?

2. What is the most important message (or messages) you want to

convey to your audience about your brand, as well as your

products/services?

3. What kind of personality do you want to create for the brand? What

mood do you want to set for anyone that sees your content?

4. What is the feeling that you want your clients or consumers to

experience when they interact with your company? (Think about Apple

vs. Microsoft here – the products aren’t THAT different, but Apple is a

lifestyle brand whereas Microsoft is technical and spec-driven.)