Brand Insite™ Questionnaire

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Brand Insite™ Questionnaire
Time to complete: Approx. 10 mins // Questions? Contact Highly (highly.co.uk/contact)

First thing's first

How big do you want to grow your brand? *SMALLLocal or RegionalMEDIUMNationalLARGEInternational / Global

Have you already booked a 90-min Brand Insite™ Session? *YESHINT: I have already scheduled a 90-minute Brand Insite™ session.I WILL LATERHINT: I will book a Brand Insite™ Session after completing this questionnaire.NOT INTERESTEDHINT: I'm not interested in a professional brand audit & custom Blueprint for my brand.

Great! Now let's gather some basic info

No worries! Let's get started with the basics

What Industry are you in? *

What year was your business established *

Who are your biggest competitors? (Be specific // name at least 3)

Do you have an existing brand or marketing strategy? *YESHINT: We have developed and documented a comprehensive brand / marketing strategy.SOMEWHATHINT: We have spent some time thinking and discussing but not much formal.NOHINT: We don't have any current brand strategy or marketing strategy.

Please upload your existing brand/marketing strategy documentation (if any)

Brand Substance

Beyond making money, we strongly believe in the reason for our brand's existence *DISAGREEHINT: We might have a Brand Purpose Statement, but we don't refer to it or think it's important to the functioning of our businessNEUTRALHINT: We have a Brand Purpose Statement but we're unclear as to why we have it or what to do with it / our Brand Purpose doesn't necessarily align with what we're doing right nowAGREEHINT: We live and breathe by our Brand Purpose & Brand Purpose StatementNOT SUREHINT: I don't know what a Brand Purpose Statement is

Our staff are firmly rooted within our business. Employee turnover is extremely low *DISAGREEHINT: We struggle to keep staff / Our staff aren't very driven or motivated/ our staff turnover is large, they are often headhunted or leave for other jobsNEURTALHINT: Employees typically want to stay but leave for better opportunities/money or due to internal disputes/conflict.AGREEHINT: Our team stay for years! They each have a growth development planN/AHINT: We've just started our business / we're too small for this to be measured yet

We have a crystal-clear vision for our brand and a mapped-out strategy on how to achieve it. *DISAGREEHINT: We don't have a vision / Our brand lives day-by-day, going with the flow NEUTRALHINT: We have a Vision Statement but we haven't figured out exactly how to achieve it yet We're moving away from our current VisionAGREEHINT: We have a distinctive vision statement of what 10 years in the future looks like because of the impact of our brand and step-by-step goals to achieve itNOT SUREHINT: We have a rough idea of where we're going but we have no strategy in place to achieve our vision

Everybody in our organisation is aware of our vision and their role in achieving it *DISAGREEHINT: We live day-today and don't have a long-term visionNEUTRALHINT: Some of our team members are aware of our visionAGREEHINT: Vision comes up regularly in our communications, meetings and conversations with our teamNOT SUREHINT: We haven't worked out our vision yet and don't know how to communicate it to our team

Our leadership team are fully on the same page and are working harmoniously to fulfil our brand’s mission and vision *DISAGREEHINT: Our leadership team are dysfunctional and not united in our long-term vision and missionNEUTRALHINT: Most of our team work together in achieving our vision and mission but they don't always see eye-to-eye and key decisions can take a long time to be agreed.AGREEHINT: Our team get our brand and make their own strategic decisions to drive the business forward as it aligns with our vision and missionN/AHINT: We don't typically work towards a vision or brand mission / It's just me, I don't have a team

Which of the following best describes your business exit strategy? I plan to: *SELLE.g. Sell my business to a third partyTRANSITIONE.g. Hand my business over to my kids / next generation of managersSHUT DOWNE.g. Close my business when I retireNOT SUREHINT:I don't have any plans yet

Our whole team live and breathe by a clear set of non-negotiable values *DISAGREEHINT: We've never put together a set of values. As long as the work gets done, we're happy.NEUTRALHINT: We know what's important to us but haven't formally put together a set of values / our values no longer resonate with where the brand is headingAGREEHINT: We have spent significant time crafting a set of values that reflects our brand and draws the lines of internal culture & conduct. We hire & fire based on these valuesNOT SUREHINT: What type of values do you mean?

Customers

Estimate your current audience size i.e. total number of people who have opted to receive information from your brand *NoneHINT: Tally up newsletter subscribers and all of your social media followers0 - 1kHINT: Tally up newsletter subscribers and all of your social media followers.1k - 10kHINT: Tally up newsletter subscribers and all of your social media followers10k - 50kHINT: Tally up newsletter subscribers and all of your social media followers50k - 100kHINT: Tally up newsletter subscribers and all of your social media followers100k - 500kHINT: Tally up newsletter subscribers and all of your social media followers500k - 1mHINT: Tally up newsletter subscribers and all of your social media followers1m +HINT: Tally up newsletter subscribers and all of your social media followers

We have clarity about who exactly our brand is targeting and what their desires and needs are *DISAGREEHINT: We like to target everyone / We speculate about our customers' wants and strugglesNEUTRALHINT: We know a little about our customers through some feedback exercises but not a lotAGREEHINT: We regularly survey our customers to find out about their desires and strugglesNOT SUREHINT: We haven't thought about targeting specific customers groups

We deeply understand our customers' desires and the problems they need to solve with feedback systems in place. *DISAGREEHINT: We don't speak to our customersAGREEHINT: We completed market research one time to understand what our customers want and struggle withSTRONGLY AGREEHINT: We regularly survey our customers to find out about their desires and strugglesNOT SUREHINT: We speculate about our customers' wants and struggles

Our customers not only buy from us regularly (for years!) but they refer their friends and colleagues too *DISAGREEHINT: Our customers only tend to buy once and never refer our brand to their networkNEUTRALHINT: We have brand advocates but they usually need an incentive to stay or refer others AGREEHINT: Most of our customers are advocates of our brand. They turn up on launch days and invite others without the need to incentivise themNOT SUREHINT: We don't track our customers' loyalty or if they are referring us to others

What is your average star rating on public reviews? *N/AHINT: We don't any reviews yet1 - 2 ⭐️HINT: We have a lot of negative feedback3 - 4 ⭐️HINT: We have a lot of mixed reviews5 ⭐️HINT: We have a proven history of excellent customer experience

Our offering(s) only exists as a tailored solution towards the wants and needs of our customers *DISAGREEHINT: We don't have a clear formula for coming up with new products or servicesAGREEHINT: We design our offering based on what our competitors are doingSTRONGLY AGREEHINT: We design our offering with our customers' problems in mindNOT SUREHINT: We design our offering based on our own core strengths

We know how we would like our customers to feel when they engage with our brand *DISAGREEHINT: We have never considered how we want our customers to feelAGREEHINT: We have done some work around how we want our customers to feelSTRONGLY AGREEHINT: We have done work around how we want our customers to feel NOT SUREHINT: We have done a little thinking or work on how we want our customers to feel

We have crafted our narrative and messaging to connect emotionally with our customers *DISAGREEHINT: We use AI or templates to craft our messaging // Our narrative doesn't connect well with our customersAGREEHINT: We get occasional customer feedback and use that to inform our messagingSTRONGLY AGREEHINT: We frequently review our customers' experience with our brand and A/B test our messaging to see what connects bestNOT SUREHINT: We just create content to keep the machine running without any real idea as to wether it connects with people on an emotional level

Competition

We know exactly who our competition is along with their strengths & weaknesses *DISAGREEHINT: We low very little, or nothing at all about our direct competitionNEUTRALHINT: We have done some research into our competitive landscapeAGREEHINT: We have done extensive work to map out our competitive landscapeNOT SUREHINT: We haven't looked at our competitive landscape yet

Our customers and competitors consider us to be the best in the business *DISAGREEHINT: If we're honest, there are so many other competitors that are better than usAGREEHINT: We often hear our customers and competitors mention us or compare us with others in our industrySTRONGLY AGREEHINT: We have boat-loads of evidence to prove that we're the most valuable brand in our nicheNOT SUREHINT: We've never taken the time to consider what our customers and competitors think of us

Our offering is distinctly unique or significantly better than our competitors *DISAGREEHINT: Our offering is remarkably similar to our competition. Customers have a multitude of vendors to choose fromNEUTRALHINT: Our offering is some-what similar to competitors but we do things a little differentlyAGREEHINT: We are the only business in our industry who does what we do or as successfully as we do itNOT SUREHINT: We don't look at what the competition is doing

Our competitors wouldn't be able to copy our offering *DISAGREEHINT: Everyone in our sector is already copying us / our offering is remarkably similar to the majorityNEUTRALHINT: The competition probably could copy us, but it's unlikely they'd do it as successfullyAGREEHINT: The competition couldn't copy us even if they wanted toNOT SUREHINT: I don't know if our offering could be copied or not

We are actively working on identifying and strengthening our weaknesses *DISAGREEHINT: We only focus on our strengths / We don't have any weaknessesAGREEHINT: We know what our weak points are, but haven't taken action to strengthen themSTRONGLY AGREEHINT: We know what our weak points are and are taking steps to strengthen themNOT SUREHINT: We have an idea of where we are weak but don't know what they are in relation to the competition

Brand Personality

Our brand has a defined personality that resonates with our ideal customer base *DISAGREEHINT: Our brand personality doesn't resonate very well with or customersNEUTRALHINT: Our brand has a defined personality but it is based on our internal characteristicsAGREEHINT: Our brand has a clear personality that connects directly with our ideal customersNOT SUREHINT: : We're unsure of how the role of brand personality plays in the minds of the customer

No matter where our customers experience our brand, it always looks and feels familiar *DISAGREEHINT: Our branding is inconsistent in how it shows up across all touchpoints / Customers would need to see our name or logo to know it's usNEUTRALHINT: Our branding is consistent in some areas but not everywhereAGREEHINT: Our branding presents itself consistently across all forms of communications / Customer would recognise us without needing to see our name or logoNOT SUREHINT: I don't know enough about our branding / I'm not sure what consistency would look like

The tone in which we publicly speak and write is distinctive to our brand *DISAGREEHINT: Our tone of voice is very corporate / Our tone of voice is much the same as our competitorsAGREEHINT: We have a distinct tone of voice but it isn't aligned with our brand personality traitsSTRONGLY AGREEHINT: We have developed a unique tone of voice based on our brand personality traitsNOT SUREHINT: We don't really have a consistent tone of voice across all touchpoints

To the question, 'What do you do?', our whole team can quickly recite a well articulated 'elevator pitch' that satisfies the question, drives curiosity, and connects emotionally *DISAGREEHINT: We have no idea what messages will resonate with our audienceNEUTRALHINT: We have some key messages but aren't consistent with our communicationAGREEHINT: We know what themes are emotionally captivating to our audience and we build our key messaging around thatNOT SUREHINT: We struggle to clearly articulate what exactly it is that we do

Visual Expression

Our branding is exceptionally designed and significantly different from our competitors *DISAGREEHINT: Our branding design is mediocre, confusing or similar to other brandsNEUTRALHINT: Our brand identity is strong but not significantly different from others / our brand identity is very distinctive but not executed with excellenceAGREEHINT: Our brand identity is remarkable, highly distinctive, memorable and consistent everywhereNOT SUREHINT: We crafted our branding independently without considering competition

Our brand identity is a wonderful expression of our brand personality *DISAGREEHINT: Our brand personality doesn't align with our brand identityAGREEHINT: There are probably some elements of our brand personality expressed in our brand identitySTRONGLY AGREEHINT: Our brand personality can be easily identified by anyone looking at our visualsNOT SUREHINT: Our brand identity was created without consideration of our brand personality

We have a set of brand guidelines to ensure our brand remains consistent across all platforms *DISAGREEHINT: We don't have guidelines / We have brand guidelines but they're out of date and not aligned with our current brandNEUTRALHINT: We have a basic set of guidelines referring only to the visual identityAGREEHINT: We have an up-to-date set of highly detailed brand guidelines covering everything from visual identity to messaging and tone of voiceNOT SUREHINT: What are brand guidelines?

Value Building

What was your company's annual revenue (i.e. sales / turnover) in the last year? *Under $100kHINT: USD, EUR or GBP$100k - $500kHINT: USD, EUR or GBP$500k - $1mHINT: USD, EUR or GBP$1m - $5mHINT: USD, EUR or GBP$5m - $10mHINT: USD, EUR or GBP$10m - $20mHINT: USD, EUR or GBP$10m - $50mHINT: USD, EUR or GBPOver $50mHINT: USD, EUR or GBP

What percentage of your sales/revenue is ‘recurring’ or subscription-based? *0 - 10%HINT: We don't offer any/many recurring products or services10 - 40%HINT: A small part of our business is subscription-based40 - 70%HINT: A solid chunk of our business is recurring revenue70 - 100%HINT: The majority of our business is subscription-based

Estimate the rate of prospects who convert to customers after being introduced to your offer *0% - 3%HINT: This is a typical number for most businesses4% - 11%HINT: We do pretty well at converting prospects to customers12% - 25%HINT: We are exceptional at converting prospects into customersOver 25%HINT: We are extraordinary at converting prospects into customers

We could easily replicate our business model to serve a new geographical area *DISAGREEHINT: Expansion into new geographical areas would be extremely difficult for usNEUTRALHINT: Expanding our business nationally is very feasible but moving into international spaces would prove a challengeAGREEHINT: Global domination is no challenge for our business modelNOT SUREHINT: We don't know what would be involved in geographical expansion

We could easily deliver 5 times our current sales volume if a flood of customers turned up to buy tomorrow *DISAGREEHINT: This would be near impossible and almost certainly overwhelmingNEUTRALHINT: It would be a challenge, but I think we would have enough experience and resources to figure out how to deliver. There may be delays or a drop in quality thoughAGREEHINT: This isn't a problem for our business model, we're ready for it. Bring it on!NOT SUREHINT: I'm not sure what we'd need to do in this scenario

How many employees does your business have? *1 - 5HINT: Just you or a small team (including selected collaborators)5 - 25HINT: You're a Small Business25 - 100HINT: You're a Medium Business100 +HINT: You're a Large Business

Brand Security & Equity

We have trademarks and patents in multiple classes & areas protecting all of our brand assets *DISAGREEHINT: We do not have any trademarks or patentsNEUTRALHINT: We have a trademark or two to protect our name / logo in our local areaAGREEHINT: We have trademarks and patents in place covering all our brands assets across multiple international intellectual property officesNOT SUREHINT: I'm not sure if we have any trademarks / Aren't Trademarks™ & Copyright© the same thing?

Our brand name is synonymous with our industry and frequently appears on external websites & media *DISAGREEHINT: We haven't launched our brand yet / we get zero free, positive publicityNEUTRALHINT: Our target audience may have heard of us / Our brand name gets the odd mention on other social media, blogs, articles, videos etc.AGREEHINT: Our name is well known in the sector. The media, our customers and even our competitors make reference of our brand regularlyNOT SUREHINT: Our brand isn't very well know in our sector and we're not tracking mentions of our brand outside of our website

I (or the Managing Director) could take 3 months off work tomorrow and our business could still thrive with very little suffering *DISAGREEHINT: The success of our business is almost completely reliant on my/the Managing Director's inputAGREEHINT: I'm not sure about 3 months but I /the Managing Director has been able to take two weeks off without much interruption to the businessSTRONGLY AGREEHINT: Our business could essentially run on auto-pilot / our team are fully prepared to step up and take the reigns if anything happenedNOT SUREHINT: There's a chance things might be ok but we haven't prepared for such a scenario

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Brand Insite™ Score

Brand Insite™ - Clarity Score

Brand Insite™ - Alignment Score

Brand Insite™ - Positioning Score

Brand Insite™ - Awareness Score

Brand Insite™ - Security Score

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