The document is a survey to help assess a brand's positioning and identity. It asks the respondent to rate their brand on various dichotomies like masculine/feminine and light/dark on a 1-5 scale. It then asks questions about an existing identity hierarchy, color palette, and where the identity will appear. Further questions address communications needs like business card usage and events attended annually. The final section asks about goals, key words, products/services, and what the brand is and wants to be known for.