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QUICK QUIZ: How well do people know your company’s “brand personality?”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 ofInconsistency 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.Good luck!INSTRUCTIONS: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:Fun seriousAs a company‚ we are most interested in doing things that are:tried and true exciting and newOur company’s knowledge‚ products and services are:dynamic stableIn presenting ourselves‚ we are usually:casual formalThe greatest value of our company is in its:people productsOur approach to our work is usually more:creative analyticalWithin our industry‚ we’re a:David GoliathOur company’s products and services are:modern traditionalWhen our advice conflicts with the customer’s desires‚ we’ll do what will make the customer:happy successfulWhen considering something new‚ we are:conservative risk takersOur process is concerned mostly with:following prescribed methods getting end resultsWe make decisions based on what’s best for:the bottom line our company’s core valuesOur communication tends to be:bold and outspoken reserved and understatedOur company is focused mostly on:future possibilities the here and nowOur company’s perspective is:global localCustomers most often value our work because it’s:fast thoroughOur processes are:consistent flexibleThe value we give customers in our products and services stems from our:wealth of resources elegant use of limited resourcesOur company’s personality is more:urban ruralOur company is at its best when handling problems that are:simple complexOur people are more like:artists engineersOur ideal work is:Strategic tacticalWe prefer to make decisions based on:our gut instincts evaluation of the factsOur company is aimed at:the mass market a small segmentCompared to our competitors‚ we offer:lower cost higher valueOur knowledge and expertise are:broad deepwww.pointofvision.com© 2003 Point of Vision Design Group‚ Inc. All Rights Reserved Version 1.2 - February 2003 |
