Questionnaire -
For Execs.
The following brand questionnaire is designed to get me up to speed with your history, what's important to you and your brand, your current position, and importantly, where you are going.

By answering these questions in a survey format, we can forego unnecessary questions during our workshop and focus heavily on guided strategic conversations.

As a general rule, it requires a coffee and some brain power - People usually take between 1 - 1.5 hours to complete.


Are you set on the name? Have you considered anything else?
Will you have sub brands / other names that will sit underneath your master brand?
Do you have a tagline that you've settled on in the past?
How would you define the industry that you're in?
When asked what Krakbot is, what's the clearest definition you've given in 3 sentences or less?
What seeded the idea behind Krakbot?
What reactions have people had when you've explained the product to them?
Is there any feature or features that seem to get others most excited?
What price point do you anticipate the product will sell for?

Company Direction

What ambitions do you have for the business and brand? How do you define success?
What does the next, 1,3,5 years look like?
Are there any changes to and opportunities facing the organization, or the market that we should be aware of when considering the brand and marketing?
What would the revenue goals equate to in terms of customers onboarded?
In what industries do you think you'll win those customers?
Have there been any ideas around how you think marketing will play a role?

Product & Market

What core problem(s) is the product solving?
What real benefits do we expect our audience will receive from using the product?
Who is the brand intended for? A technical or non-technical audience?
Are there competitors? List them.
Who might you consider an indirect competitor (In some ways competing, in some ways not)?
What differentiates you from competitors or competitive routes to get the job done?
Why someone would move ahead with one of your competitors instead of you?

This Process

What do you hope this brand strategy process will deliver for you? What does a successful engagement provide you? How do I win big for you?
What ideas have you had for this branding and marketing exercise? This will help in driving brainstorming an and ideation in workshop.
Where is there opportunity in the market right now?
What most excites and energizes you about this next season for the brand?
Are there internal roadblocks we need to be aware of?