Step 1 of 7 14% Lets start the venture into your brand. Parameters (1/3)These questions help us understand your current situation and branding goals.Name of the company, service or product you want to (re)brand.Leave blank if you don't have one (yet).Chamber of Commerce number (KVK).Leave blank if you don't have one (yet).Website address (URL).Leave blank if you don't have one (yet). What is your name?Leave blank if you prefer to stay anonymous.Which perspective are you answering from?(Required)Choose 1.Select an optionLeadership / StrategySales / MarketingProduct / TechnologyOperations / DeliveryOtherYour 'other' perspective:(Required)In which geographic scope does the company operate (or plan to operate)?(Required)Select an optionLocal (city or region)NationalMultiple countriesGlobalFully digital / location-independentNot yet definedCurrent stageWhich of the following best describes the current stage of your company?(Required)Select an optionWe are preparing to launch and need a clear brand foundation.We are live, validating our product or service, and shaping our direction.We have traction and need our brand to scale with us.We are stable, but think we can do better in terms of branding.We are stable but changing (new strategy, offering, or audience).Our technology or product has evolved faster than our brand.We are facing a major change (merger, acquisition, expansion, or market shift).Our growth has slowed or declined, and we need to rethink how our brand supports our business.What problems are you experiencing?(Required) We are launching a new company, product or service. Sales or conversion are underperforming. We are seeing a loss of existing customers. Customers don’t clearly understand what we do. We’re not sure what our brand stands for. Our brand doesn’t reflect our quality or values. Our brand feels outdated, generic and/or forgettable. We struggle to stand out from our competitors. Our (visual) communication lacks consistency. We attract the wrong type of clients. Other What do you want to gain from this trajectory?(Required) A clear and strong brand positioning. A professional and recognizable visual identity. Better alignment between brand and business. Enhance trust and credibility with (potential) clients. Attracting the right clients. A foundation for future growth. A clear(er) story to tell the market. Internal alignment. Other Describe the 'other' problem(s):(Required)Is there a known reason why your sales are underperforming or why you are losing clients?Describe what 'other' things you want to gain: Parameters (2/3): Current Brand AssetsThis section captures the brand elements currently in use. It helps us understand what is defined and what may need refinement.NamingEarlier in this form, you provided a name for the company, service or product. Is this name final?(Required)Select an optionYes, it is finalNo, I would like to explore (alternative) name optionsAre there any specific requirements, preferences, or constraints we should consider when developing the name?Are there any characteristics, associations, or directions the name should explicitly avoid?You have not entered a company / product or service name. Would you like us to develop name suggestions?(Required)Select an optionYesNoDo you have any preliminary ideas or name directions you’ve considered?Are there any specific requirements, preferences, or constraints we should consider when developing the name?Are there any characteristics, associations, or directions the name should explicitly avoid?Pay-off and taglineDo you currently have a pay-off and/or tagline?(Required)Select an optionYes, and it is finalYes, but it may need refinementNoWhat is your current pay-off and/or tagline?(Required)What should your pay-off and/or tagline communicate, emphasize or express?Have you drafted any pay-off and/or tagline options so far?Brand guidesIn case you have one, please upload your current brand manual (PDF).Accepted file types: pdf, Max. file size: 20 MB. Parameters (3/3): The CompetitionBefore we take a deep dive into your brand, we need to know more about the market, your competition and your current position. We distinguish competition between 'company competitors' and 'alternative solutions'. Your answer to this first question determines which follow-up questions are shown. If your competition mainly consists of other companies, you can select “No”.Does your product or service replace existing alternative ways of solving 'the problem'?Alternatives can include manual work, internal processes, existing tools, or outsourcing.Select an optionYesNo, there are no (significant) alternatives at this timeNot sureProduct or service based competition/alternativesWhat alternatives do (potential) customers use instead of your solution?Why do (potential) customers choose these alternatives today?What are the main drawbacks of these alternatives?What makes your product or service better than the alternatives?Name your top 3 direct competitors (companies)You don’t have to compete on every value. The real strength lies in deliberately choosing where you want to excel and where you allow others to outperform you.Competitor 1:(Required)What's their website? What is their strength?(Required)Select between 1 and 3 choices. Product / service quality Innovation Pricing Brand recognition Customer experience Technology Reliability / reputation Communication Speed / agility Specialization Other What is their weakness?(Required)Select between 1 and 3 choices. Product / service quality Innovation Pricing Brand recognition Customer experience Technology Reliability / reputation Communication Speed / agility Specialization Other Define their other strength(Required)Define their other weakness(Required)What are they known for?If you had to describe them in one sentence…How similar do you feel you are to this competitor?Select an optionVery differentDifferentNeutralSimilarVery similarCompetitor 2:What's their website? What is their strength?(Required)Select between 1 and 3 choices. Product / service quality Innovation Pricing Brand recognition Customer experience Technology Reliability / reputation Communication Speed / agility Specialization Other What is their weakness?(Required)Select between 1 and 3 choices. Product / service quality Innovation Pricing Brand recognition Customer experience Technology Reliability / reputation Communication Speed / agility Specialization Other Define their other strength(Required)Define their other weakness(Required)What are they known for?If you had to describe them in one sentence…How similar do you feel you are to this competitor?Select an optionVery differentDifferentNeutralSimilarVery similarCompetitor 3:What's their website? What is their strength?(Required)Select between 1 and 3 choices. Product / service quality Innovation Pricing Brand recognition Customer experience Technology Reliability / reputation Communication Speed / agility Specialization Other What is their weakness?(Required)Select between 1 and 3 choices. Product / service quality Innovation Pricing Brand recognition Customer experience Technology Reliability / reputation Communication Speed / agility Specialization Other Define their other strength(Required)Define their other weakness(Required)What are they known for?If you had to describe them in one sentence…How similar do you feel you are to this competitor?Select an optionVery differentDifferentNeutralSimilarVery similarWhat about your company?What is your brand’s strength?(Required)Select between 1 and 3 choices. Product / service quality Innovation Pricing Brand recognition Customer experience Technology Reliability / reputation Communication Speed / agility Specialization Other What is your brand’s weakness?(Required)Select between 1 and 3 choices. Product / service quality Innovation Pricing Brand recognition Customer experience Technology Reliability / reputation Communication Speed / agility Specialization Other Define your brand's other strength(Required)Define your brand's other weakness(Required)Are there opportunities that should reflect in your brand identity?Select an optionYesNoI don't knowIn which categories are those opportunities?(Required)Select between 1 and 3 choices. Product / service quality Innovation Pricing Brand recognition Customer experience Technology Reliability / reputation Communication Speed / agility Specialization Other Define the other opportunitie(s)(Required)Anything to add about the current market (and your position in it)? Helix 1 - DNA: The genetic code of your brand.Be deliberate in your choices. There are no right or wrong answers. Contradictions and uncertainty are valuable and help us make better strategic choices. Focus on where you truly excel and why customers choose your products or services. That’s where your brands' strength lies.What do you offer?(Required) Hardware (physical products) Software (digital products, SaaS..) Service Other Who is your primary target audience?(Required) Consumers (B2C) Businesses (B2B) Government / Non-profit Other What other things do you offer?(Required)Name your other primary target audience(Required)What do you sell/do for your customers?(Required)Try to describe it in one sentence.Are there things within the field of the business that you absolutely don't sell/do?By this we mean things that are common within the companies industry and sector.Where/how do you sell your product/service?What problem do you solve for your customers?(Required)Try to describe it in one sentence. How would you describe your perfect client?(Required)Describe or name your current best customers(Required)In which fields does your company truly excel?Select a maximum of 9 in total, spread across the 3 categories below. Arrange them from most to least important.1. What functional value(s) do you offer to your customers?(Required)Select between 1 and 3 choices. Performance Reliability / stability Quality Efficiency Accuracy / precision Scalability Security / safety Durability Automation Integration-friendly Customizable Compliance / standards Cost-effectiveness Consistency Measurable results 2. How do customers experience working with you?(Required)Select between 1 and 3 choices. Specialized expertise Industry knowledge Data-driven Structured Collaborative Proactive Ownership Transparent Reliable partner Responsive / fast Flexible Thoughtful / careful Customer-focused Long-term oriented Personal involvement 3. How you want your brand to be perceived.(Required)Select between 1 and 3 choices. Innovative Cutting-edge Visionary Confident Authoritative Human-centered Accessible Premium High-end Practical Bold Calm Approachable Progressive Responsible Ethical / sustainable Independent Original Are there any threats that could or are causing problems for your business?Why should your client buy your product or service and not from others? Helix 2 - STATE: The defined state of the brand.For this exercise, imagine your brand as a human. What would its character be, what would it value, and how would it speak to you?Describe how you think customers currently perceive your brand. What are you known for?(Required)Try to describe it in one sentence.What do you want your brand to be known for?(Required)Try to describe it in one sentence.Which values fit your brand the most?(Required)Select a maximum of 3 Integrity Authenticity Transparency Fairness Trustworthiness Responsibility Creativity Curiosity Ambition Excellence Innovation Learning Quality Efficiency Dedication Reliability Consistency Discipline Resilience Service Loyalty Empowerment Sustainability Environmental consciousness Disruptive Connecting Local support Global thinking Freedom Tradition Harmony Philanthropy Collaborative Which characteristics should best describe your brand?(Required)Select a maximum of 3 Sentimental Affectionate Dramatic Elegant Lively Playful Dynamic Quirky Witty Confident Bold Fearless Assertive Empowered No-nonsense Responsible Trust-wordy Inventive Imaginative Adventurous Caring Genuine Approachable Casual Idealistic Activistic Ethical In which tone should your brand speak?(Required)Select a maximum of 3 Formal Casual Straightforward No-nonsense Expert Intellectual Empathetic Supportive Encouraging Honest Transparent Confident Assertive Disruptive Persuasive Inspirational Motivational Energised Clever Enthusiastic Fun Expressive Passionate Poetic Mysterious Visionary Aspirational Nostalgic Neutral Elegant Sophisticated Preferred first brand language.(Required)Select an optionEnglish (US)English (British)DutchGermanFrenchSpanishMandarin (Chinese)JapanesePortugueseOtherName the preferred language.(Required)What should your brand radiate?(Required)Select the best fitting description.Select an optionA punchy, eye-catching appearance that makes a statement and conveys confidence.A clean, premium and uncluttered look that promotes clarity, focus, and calmness.Fun, energetic, and full of personality, an appearance that sparks joy.Sophisticated and refined, evoking a sense of high end luxury and timelessness.A nostalgic throwback that brings vintage vibes to the present.Sleek, and imaginative, an entity that feels ahead of their time.Inspired by nature and authenticity, a tone that feels earthy and grounded.Dreamlike, interesting, and imaginative, an entity that distorts reality in creative and positive ways.Which other brand(s) best reflect how you want your brand to come across?Think about tone, attitude and personality. These don’t have to be competitors. Helix 3 - DRIVER: The intended direction of your brand.Does technology and/or innovation play a significant role within your company?(Required)Select an optionYesNoNot sureWhat role does technology and/or innovation play in the company?(Required)Select the best fitting option.Core of product/serviceKey enablerSupporting roleHow would you describe your approach to innovation?(Required)Select the best fitting option.We lead and experimentWe follow smartlyWe adopt proven solutionsWhat advantages does your brand have thanks to tech-driven innovation?Which word best describes your brand’s approach to technology and innovation?(Required)Select the best fitting option.TransparentInvisibleIntelligentBoldReliableHuman-centeredPlayfulHow comfortable are you with risk and change?(Required)Select an optionVery cautiousCautiousNeutralConfidentBoldFearlessHow do you see your market evolving in the next 3–5 years?What role do you want your brand to play in that future?What do you want customers to say about your brand in 3–5 years?(Required)Try to capture it in one sentence.
