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.

1. Creative Strategy Survey Tool
On a scale of 1-5, select the description that best represents your brand & positioning.
Brand Archetype Dichotomies
Archetypes Score Notes/Comments
1 Masculine
2 Slightly Masculine
3 Neutral 2 Please Elaborate Here
4 Slightly Feminine
5 Feminine
1 Quiet
2 Moderately Quiet
3 Neutral 5 Please Elaborate Here
4 Moderately Loud
5 Loud
1 Serious
2 Moderately Serious
3 Neutral 4
4 Moderately Fun
5 Fun
1 Light
2 Moderately Light
3 Neutral 1

2. 1
4 Moderately Dark
5 Dark
1 Unsure
2 Moderately Unsure
3 Neutral 4
4 Moderately Confident
5 Confident
1 Young
2 Moderately Young
3 Neutral 2
4 Moderately Old
5 Old
1 Creative
2 Moderately Creative
3 Neutral 2
4 Moderately Staid
5 Staid
1 Spontaneous
2 Moderately Spontaneous
3 Neutral 1
4 Moderately Strategic
5 Strategic
1 Stingy
2 Moderately Stingy
1

3. 3 Neutral 1
4 Moderately Generous
5 Generous
1 Boring
2 Moderately Boring
3 Neutral 2
4 Moderately Exciting
5 Exciting
1 Proactive
2 Moderately Proactive
3 Neutral 2
4 Moderately Reactive
5 Reactive
1 Customer Focused
2 Moderately Customer Focused
3 Neutral 1
4 Moderately Process Focused
5 Process Focused
1 Short Term Profit
2 Moderate Short Term Profit
3 Neutral 3
4 Moderate Long Term Loyalty
5 Long Term Loyalty
1 Speed
2

4. 2 Moderate Speed
3 Neutral 2
4 Moderate Quality
5 Quality
1 Relationship
2 Moderate Relationship
3 Neutral 1
4 Moderate Transaction
5 Transaction
1 Consistency
2 Moderate Consistency
3 Neutral 1
4 Moderate Novelty
5 Novelty
1 Convenience
2 Moderate Convenience
3 Neutral 1
4 Moderate Resonating
5 Resonating
1 Completing the Project
2 Almost Completing the Project
3 Neutral 4
4 Almost Solving the Project
5 Solving the Problem

5. 1 Meeting Need
2 Almost Meeting Need
3 Neutral 4
4 Almost Creating Need
5 Creating Need

6. Creative Strategy Survey Tool
Identity & Branding
Questions Answers
Will we be updating the identity or building on an existing standard? Yes Please Enter Additional Information if Required
Is there an existing hierarchy that your division/group relates to? Existing Please Explain Hierarchy
Is there an existing color palette or scheme that we should use? Yes Explain & Provide Pantone Matching System (PMS) color specification, if possible
What will your current identity appear on? Examples:- Business Cards, Website, Exterior
Provide List Here
Signage, Way-finding, PowerPoint presentations,

7. Creative Strategy Survey Tool
Communications
Questions Answers
How many individuals in your organization have business cards? 20% Write Additional Notes if Necessary
How frequently do you order business cards? Weekly Write Additional Notes if Necessary
How much letterhead and other business/admin documents do you use
Other Write Additional Notes if Necessary
annually?
Write Additional Notes if Necessary and Include the Types of Premiums (Pens, Desk
Do you hand-out premiums as part of your client communications? Yes
Accessories, etc.)
How many presentation events (trade shows fairs, etc) do you attend annually? 10 to 25 Write Additional Notes if Necessary

8. Creative Strategy Survey Tool
About You
Questions Answers
What is the specific goal for this project? List Goals Here
Key Words: Indicate a few adjectives that relate to your organization Indicate Adjectives Here
What is unique and superior about your products/services? Write Unique & Superior Traits Here
What is your greatest selling product or service? What is the least? Write Product or Service Name Here
What is your largest grossing product or service? What is the least? Write Largest & Least Grossing Product(s) or Service(s) Name(s) Here
What do your clients know you for? Indicate what you are known for Here
What do you want your clients to know you for? Indicate what you want your Clients to know you for Here