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.

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 serious

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:

dynamic   stable

In presenting ourselves‚ we are usually:

casual formal

The greatest value of our company is in its:

people products

Our approach to our work is usually more:

creative analytical

Within our industry‚ we’re a:

David Goliath

Our company’s products and services are:

modern traditional

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:

global local

Customers most often value our work because it’s:

fast thorough

Our processes are:

consistent flexible

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:

urban rural

Our company is at its best when handling problems that are:

simple complex

Our people are more like:

artists engineers

Our ideal work is:

Strategic tactical

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:

broad deep

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© 2003 Point of Vision Design Group‚ Inc. All Rights Reserved Version 1.2 - February 2003