Brand Analysis

Type of Organization:
What is the name of your business?
What is the name of your organization?
What is the name of your church or ministry?
Is the name above, exactly how you want it to be displayed in your new logo?
- Yes
- No
- Not necessarily
ie. whole name may not need to be part of the logo, abbreviation, etc.
Any comments regarding business/organization name in the logo?
BACKGROUND & CULTURE
How did the organization start? Has it evolved from the initial vision?
Understanding how a brand started can be an important aspect to its story. Where did it come from? Who was behind it? Has it changed or evolved?
Where is the brand going? What is the 5 year vision for the company and its products?
The future vision of a company is vital to understanding a brand. Where a company is going is the basis of how it should position itself now.
How would you describe your company culture?
How would you describe the personality of the company? What is the leadership like? How does the culture effect how you relate to customers?
What do you like or dislike about your past or current branding?
if applicable
Upload current or past logos referenced above

THE CUSTOMERS AND THE MARKET
What market are you In?
Describe the industry and the market your products or services are in.
What are the values of your target audience?
Decisions (such as purchases, attending events, joining groups) may be motivated by their core values.
What specifics are they looking for when they look for your type of product or business?
What are the values they look for in products/services such as yours? What are the ‘top of mind questions’ when you are first contacted? What concerns do they have before purchasing your product?
What ways do you market?
How do you reach out to new people?

BRAND POSITIONING
What does your brand stand for in the customers’ mind?
How do people perceive you? Who are you to them? Are you the industry leader or are you the up and coming innovator? How do they relate to you as opposed to your competition?
Why should they care about you?
How do you impact them or their business? What is the bottom line value or resulting effect?
What are your key differentiators?
How does the above differ from your competitors? Given your both offering a similar product or service, what makes yours worth the customers time or money?
How do you envision emphasizing those differentiators?
Note the ways in which you emphasize them. Do your marketing materials revolve around your differentiators? What slogans have you used to highlight them? What key points do you market on?
What Is your primary brand tagline?
What single statement embodies all of the above?

BACKGROUND & CULTURE