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    • Optimize
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Corporate Identity Questionnaire

The purpose of this questionnaire is to gain some insight into the nature and essence of your organization.

Please allow for 15 to 30 minutes to complete the questionnaire.

The questionnaire is divided into sections that will inquire about the nature of the company, its history, its market(s), its target audience, and what you would like to see, or not see in the new corporate identity.

Please answer all questions the best you can.

Step 1 of 8

12%
  • Contact Information

  • Please state your position in the company, whether a title or general role.
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  • Company Information

  • Please state the name of the company as it would appear in the corporate identity.
  • Is the company’s slogan or tagline an absolutely required element in the identity? Consider how the company will use the logo or wordmark. Will including the slogan or tagline create too much extra text for most places the company will use it?
  • Example: We make widgets. / We sell widgets.
  • Example: More than 40 years old. / Started up just 18 months ago.
  • Example: We have 200 employees spanning 4 countries. / Just me and my brother.
  • Example: My granddad was a scout in WW2 in the Austrian alps and he had to go up hill 5 kilometers every day. He perfected the army shoes for 3 years and after the war he founded our company. / We were always skinny when we were young and everybody made fun of us. Then my brother started to learn Kung Fu from a Singapore master and we became suddenly well respected and popular. A year later my little sister was mugged and beaten and ended up in wheel chair for 2 month because she couldn't defend herself when she walked home from school. I felt horrible not being able to protect her, so I decided we gonna teach her and others self defense, so that such things never happen again.
  • Example: Actually Edmund Hillary wore a shoe my granddad made in 1953 when conquering the Mount Everest. / One of our students became a police officer after she managed to kick a burglar out of a friends house on a sleep over.
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  • Company Essence

  • Example: We make great hiking shoes for families and professional hikers. / We will teach you how to defend yourself with anything that you find.
  • Example: Hiking shoes / Self defence
  • Example: Hiking / Defence
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  • Company Image

    Some of the questions may seem a little unorthodox, but they are intended to help you think of the organization from different perspectives.

    When you think of the challenge of trying to distill the essence of your organization down to a distinct and appropriate visual identity, I hope you can appreciate the need for thinking about your organization in different ways.

  • Example: Columbus, because he was an adventurer always looking for new ways of doing the same thing. / Bride from Kill Bill.
  • Example: Maybe a compass. / The protecting carton for eggs.
  • Example: Camel / Tiger
  • Example: Our original factory in Graz is painted bright pink and people always joke about it. / We have Bruce Lee's nunchaku displayed at our training hall.
  • Example: Jeans and t-shirt / Traditional black dress with a wide red belt.
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  • Your Market

  • Example: They think we're a well established company with good products. / They think it's a small family business.
  • Example: People think we are old school. / We are seen to be semi professional.
  • Example: We want to be seen as a company with traditional values but using the latest technology and materials. / We need to be perceived as a professional organization you can trust with self defense training.
  • Example: Shoe stores, hiking or camping stores and ads in hiking and outdoor publications. / Word-of-mouth, walk-ins and brochures left at strategic places around town.
  • Example: CAT, Timberland and other smaller companies. / There is one Jiujitsu training center nearby.

    Please also consider non-direct competitors. For example, if you run a restaurant, in addition to other restaurants, a grocery store’s deli is also competing for your customer’s lunch money.

  • Example: CAT and Timberland has strong brands. We are less well known. CAT is masculine, we are not, but want to be. Timberland has a very natural feel to it. We want to have that too. We have a bigger history and we are more serious about our product than these two brands. / The Jiujitsu training center has been operating for almost 10 years, they have a well established name and they are seen as professionals, we want that too. We are much more self defense oriented, unlike our competitor who is more involved in competitions and show off stuff.
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  • Target Audience

  • Example: Mainly hobby hikers and a few professionals as well. / All kinds of people between the ages of 18-35.
  • Example: wholesalers, retailers, competition or customers

    Please rank them from most important to least important.

  • Example: I would say Nemo / Courage the Cowardly Dog
  • Example: Outgoing, adventurous, innovative. / Reliable, trustworthy, reputable.
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  • The Identity

  • Example: I like the colors, they have an outdoors or in nature feel. / It has a bold and confident feel.
  • Example: The boy scout around the fire is not serious or trendy. / The style of the type makes it look like every other Kung-Fu place and people may not think of self-defence.
  • Example: The image is outdated and does not reflect the modern direction the company is going in. / Customer feedback is telling us that the identity does not match what we offer or our capabilities.
  • Example: We want to be seen as a company with traditional values but using the latest technology and materials. / We need to be perceived as a professional organization you can trust with self defense training.
  • Example: Companies with a wordmark only — FedEx, Sony and Braun. Companies with a symbol as well — Motorola, Mercedes and Pepsi.
  • Are there any aspects of your business or clichés that should be de-emphasized or avoided in an identity?
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  • Final thoughts on a new corporate identity

  • This field is for validation purposes and should be left unchanged.
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