16 Questions to Ask About Your Brand

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Building your brand is most likely the most important thing on your company’s “To Do” list. Until now, though, it wasn’t that easy to tell if it was working.

Researchers at North Carolina State University have come up with a 16 question questionnaire that allows you to determine your brand’s impact based on favorability, originality and clarity. Gauging your customers’ response to these questions could help you get a clearer idea of what’s working and what’s not.

“What we’ve done here is develop a system that digs deeper to help companies link brand personality to concrete outcomes,” said David Henard, an associate professor of business management at NC State and co-author of a paper describing the study. “For example, does the brand personality actually make people want to buy their product?”

The questions are:

• This brand’s personality is unapparent…apparent
• This brand’s personality is distinct…indistinct
• This brand’s personality is satisfactory…unsatisfactory
• This brand’s personality is obvious…not obvious
• This brand’s personality is unpleasant…pleasant
• This brand’s personality is common…distinctive
• This brand’s personality is attractive…unattractive
• This brand’s personality is ordinary…novel
• This brand’s personality is positive…negative
• This brand’s personality is bad…good
• This brand’s personality is vague…well-defined
• This brand’s personality is poor…excellent
• This brand’s personality is undesirable…desirable
• This brand’s personality is predictable…surprising
• This brand’s personality is routine…fresh
• This brand’s personality is unclear…clear

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