Your company’s leadership probably has a good idea of the personality of your company’s brand. But do your company’s customers and employees share leadership’s perspective? Or do they see your company another way altogether?
The Brand Personality Quiz can give you an idea of how much “shared understanding” exists around the personality of your company’s brand. While it’s not intended to serve as a serious tool for building a framework for your brand‚ it can point to inconsistencies in how your brand is perceived.
Circulate copies of this worksheet to your executives. Have employees from different departments and divisions fill it out. Maybe even send it to a few of your most trusted customers and partners. When you collect them and tally the answers‚ you can evaluate the level of
Inconsistency that exists:
If everyone’s answers reflect your corporate brand as you want it to be perceived‚ congratulations! You’re one of very few organizations that has defined and presented your brand in a consistent way.
If some people’s answers match your company’s official brand position but others’ don’t‚ you need to work on communicating your brand throughout the organization.
If a majority of people choose brand characteristics that disagree with your official brand position‚ it may be a sign of bigger problems. You need to consider some serious brand repair work‚ starting with making sure you’ve defined your brand in a way that reflects your company’s true nature.
The Brand Personality Quiz was developed using examples of brand characteristics we’ve frequently encountered. If your company’s brand includes qualities not listed here‚ adapt the tool for yourself‚ adding some of the characteristics important to your brand.
This worksheet asks you to identify the “brand personality” of your company. For each question‚ you are asked to choose between two characteristics. In some cases‚ you may feel that both choices reflect your company to some degree. However‚ try to select the answer that you feel best describes the company or how it behaves most of the time.
Our company portrays itself as:
As a company‚ we are most interested in doing things that are:
tried and true exciting and new
Our company’s knowledge‚ products and services are:
In presenting ourselves‚ we are usually:
The greatest value of our company is in its:
Our approach to our work is usually more:
Within our industry‚ we’re a:
Our company’s products and services are:
When our advice conflicts with the customer’s desires‚ we’ll do what will make the customer:
When considering something new‚ we are:
conservative risk takers
Our process is concerned mostly with:
following prescribed methods getting end results
We make decisions based on what’s best for:
the bottom line our company’s core values
Our communication tends to be:
bold and outspoken reserved and understated
Our company is focused mostly on:
future possibilities the here and now
Our company’s perspective is:
Customers most often value our work because it’s:
Our processes are:
The value we give customers in our products and services stems from our:
wealth of resources elegant use of limited resources
Our company’s personality is more:
Our company is at its best when handling problems that are:
Our people are more like:
Our ideal work is:
We prefer to make decisions based on:
our gut instincts evaluation of the facts
Our company is aimed at:
the mass market a small segment
Compared to our competitors‚ we offer:
lower cost higher value
Our knowledge and expertise are:
© 2003 Point of Vision Design Group‚ Inc. All Rights Reserved Version 1.2 - February 2003