identity profile

getting to know your brand inside and out

This CED Identity Profile is offered to help develop your brand more efficiently and effectively. Following are a series of questions covering everything from audience to project goals.

You name:
Your title:

Branding Project Definition

1. What features/services do you think are most important? (Check all that apply)
1 = must have 2 = would like, but not critical for phase one 3 = possibly 4 = do not want

1	2	3	4	Identity
				Branding/Co-branding/Online
				Brand Extension To Portal and Products
				Naming
				Logo Design
1	2	3	4	Strategic
				Market Study
				Revenue Forecast Model
				Release Strategy and Project Plan
				Brand Strategy
				Brand and Identity Guidelines
				Content and Editorial Strategy
				Community Model or Product Modeling
				Media and Marketing Strategy

2. What are your objectives for this project? (Check all that apply)

• Create a new marketing presence to reach target industries
• Develop a strong brand (or division or product)
• Reposition an existing marketing presence
• Internationalize the brand
• Localize the brand
• Develop one-to-one marketing initiatives and relationships
• Communicate extensive customer sales or support functions
• Develop or improve brand experience or brand customer purchase experience
• Build a community for a particular affinity group
  (such as specific types of customers or strategic partners)
• Other (please describe below):
  

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Community

1. Who are your primary target audiences, and how would you describe them? (consider demographics and psychographics such as lifestyle, attitude, purchasing habits and motivations).

2. Your secondary target audiences?

3. What headline in the paper about your company would assist you in cultivating your desired prospects?

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Industry

1. Please share any current trends in your industry.

2. The future direction of your industry as you envision it?

3. Who are your biggest competitors?

4. What do you like/dislike about their brands?

5. State your competitive advantage within this industry.

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Brand Attributes

1. List some objectives that describe the brand experience you want to create:

2. If your brand had background music, what type would it play? (Check all that apply)
opera classical
pop classic rock (70s-80s)
oldies (50s-60s) hard rock/heavy metal
swing/big band soul/R&­B
funk/disco hip-hop/rap
techno/electronica/dance acid jazz
jazz country
new age/instrumental folk/bluegrass
show tunes other (please describe below)