Brand personality questionnaire

Brand personality questionnaire

There’s a song by The Who that was used as the theme song for CSI that gets stuck in my head far too often: 
 
“Who are you? Who who who who?”
 
Inspired stuff, especially when talking about brand. 
 
Bland brands don’t achieve cut through. Ever. Brands that have distinct and identifiable personalities engage their followers. Brand that know who they are and what they stand for create a strong impression. 
 
So how do you determine who you are (who who who who?) when you’re starting out, or if you’re changing as an organisation?
 
Atomic Tangerine works with our clients in a number of ways to define and refine brand positioning. One of the tools we use is a brand personality questionnaire: 
 
If your brand was a person, would it be more: 
  • Introverted or extraverted?
  • Interested in big picture or detail oriented?
  • Emotional or logical?
  • Organised or do go with the flow?
  • Formal or relaxed?
  • Young or old?
  • Masculine or feminine?
  • Modern or traditional?
  • Cutting edge/innovative or classic/established?
  • Serious or humorous?
Remember this brand has to appeal to your target market – so having that firmly in mind while going through this exercise is critical. In addition, make sure it is sustainable (e.g. if you identify that your brand is young and witty – do you have the staff to create and maintain that personality in every brand expression?)
 
If you need help identifying and establishing your brand, get in contact with Atomic Tangerine. 
 
Sybil Williams
Founder & Growth Catalyst