Brand evaluation

At the most basic level, your “brand” is just the mental shorthand that people use to tell how your organization is different from others like it.

This is an online version of our standard brand interview. It tells us what’s working, what could work harder, and how the parts of your brand system are working together.

Brand essence ⇒ Audience ⇒ Perception ⇒ Visual Language ⇒ Voice & tone ⇒ Culture

This will take about 20 minutes. If you’re unsure about a question, just a guess. An off-the-cuff answer is generally more helpful than a deeply-researched one.

Name

First Name

Last Name

I can sum up the idea at the heart of our brand in three words or less:

That idea is: (text entry, max 25 characters)

I can articulate how our company's name reflects that idea:

Here’s how our name reflects that idea:

I can articulate how our logo reflects that idea:

Here’s how our logo reflects that idea:

I can articulate how our tagline reflects that idea:

Here’s how our tagline reflects that idea:

I can articulate how our colors reflect that idea:

Here’s how our colors reflect that idea:

I can articulate how our fonts and typography reflect that idea:

Here’s how our fonts and typography reflect that idea:

I can articulate how our photography standards reflect that idea:

Here’s how our photography standards reflect that idea:

Brand evaluation

Brand essence ⇒ Audience ⇒ Perception ⇒ Visual Language ⇒ Voice & tone ⇒ Culture

STORY

STORY MENTORING

WORK

BLOG