Phase One
Company Name
Is your company open to further exploration of the name?
no way
Radio
Radio
Radio
Radio
Radio
Absolutely
What is your mission?
Meaning of Name
relationship to industry
We are rebellious. We want to look radically different from our industry, even if it means ignoring some traditions. (e.g. MTV)
no way
Radio
Radio
Radio
Radio
Radio
Absolutely
We are traditional. We want to do things in accordance with convention to fit in our industry. (e.g. Toyota)
no way
Radio
Radio
Radio
Radio
Radio
Absolutely
appearance to consumers
We are elevated. We want people to appear as a brand for more of a select market. We want to be the brand people save up for. (e.g. Tesla)
no way
Radio
Radio
Radio
Radio
Radio
Absolutely
We are accessible. We want all people to feel like they can do business with us/afford us. (e.g. CVS)
no way
Radio
Radio
Radio
Radio
Radio
Absolutely
BALANCE of WORK AND PLAY
We are a serious brand, more work than play. We should communicate in terms of formal business, even if it can mean being a bit hands-off. It is important that we communicate "serious business." (e.g. Chase Bank)
no way
Radio
Radio
Radio
Radio
Radio
Absolutely
We are a fun brand, appearing more playful than work-oriented. Even if business is happening, we still need to seem human and fun. This happens through humor and playful visual language. (e.g. Geico)
no way
Radio
Radio
Radio
Radio
Radio
Absolutely
presentation OVER THE YEARS
We are all about what is "now." We pay attention to and keep up with the latest trends, even if it means updating our brand more often. (e.g. Urban Outfitters)
no way
Radio
Radio
Radio
Radio
Radio
Absolutely
We are timeless. What we do/offer will not look dramatically different in five years, so neither should our identity. (e.g. Coca Cola)
no way
Radio
Radio
Radio
Radio
Radio
Absolutely
past vs. present
We are brand new. We want to appear as cutting-edge and innovative, even if it could mean looking a bit unfamiliar.
no way
Radio
Radio
Radio
Radio
Radio
Absolutely
We are nostalgic. What are focused on our heritage / the past. This could be something vintage or something historical.
no way
Radio
Radio
Radio
Radio
Radio
Absolutely
If your brand was a person, how would it dress?
FURTHER QUESTIONS
Who is your ideal customer?
What value do you offer to your industry?
In what markets do you operate?
Do you have measurable goals for your identity?
What about your current brand isn't working?
Describe your key demographic.
Thanks so much! We will touch base with you soon to review your answers.
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