Brand Foundation Questionnaire - Leap XD

Brand Foundation Questionnaire

Form Submission.

Clarifying your brand.

This questionnaire is designed to uncover the core truths behind your brand: why it exists, what makes it distinct, and where it’s headed. There are no right or wrong answers. Answer honestly and instinctively; your first response is usually the most revealing.

  • Example: Patagonia exists to save the planet. Instagram exists to help people express themselves visually. What’s your reason?
  • Example: Domino’s wanted to be famous for 30-minute delivery. Spotify wanted to be famous for personalized playlists. What’s the one thing you want to own in people’s minds?
  • Example: Harley-Davidson isn’t for people who want practical transportation. Tesla isn’t for people who love gas engines. Who don’t you serve?
  • Example: Apple customers stay for the ecosystem. Spotify users stay for their playlists. What would make yours stay?
  • Example: People think Costco is cheap—it’s actually about value. People think Whole Foods is expensive—it’s about quality. What do they get wrong about you?
  • Example: Some people won’t switch from iPhone because of iMessage. Others stay loyal to Trader Joe’s because of the experience. What brand has that grip on you, and why?
  • Example: Disney = wonder. Nordstrom = valued. What feeling do you leave behind?
  • Example: “We’re the first name people think of.” “We’ve doubled our revenue.” “We’ve expanded to three cities.” What’s yours?
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