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blue arrowINSTRUCTIONS: For each question, drag and drop your answers to sort them in order of relevance. Your top answer should be the one that aligns most with your brand; the bottom answer should be least relevant.


A customer would describe your brand as…

  • adventurous and independent
  • passionate and committed
  • fun and carefree
  • responsible and confident
  • nurturing and empathetic
  • wholesome and honest
  • charismatic and visionary
  • down to earth and reliable
  • innovative and artistic
  • revolutionary and shocking
  • knowledgeable and professional
  • courageous and determined

Question 1 of 10


You would lose a lot of sleep if…

  • your product or service didn't work as well as expected.
  • your customers think you’ve become boring.
  • your audience stopped caring about what you have to say.
  • you did something unethical.
  • you were perceived as out of touch with average people.
  • you had to sell mediocre products based on someone else’s ideas.
  • your work was the exact same day in and day out.
  • your work was out of control or chaotic.
  • a customer whom you bent over backwards for was ungrateful.
  • you had to comply with rules you don’t agree with.
  • you discover an error in content you have been distributing.
  • you lost an important client to a competitor.

Question 2 of 10


If your brand were a person or character, it would be…

  • Ron Weasley in Harry Potter (ordinary guy and loyal)
  • Katniss from Hunger Games (brave and competitive)
  • Yoda from Star Wars (wise and thoughtful)
  • Mother Theresa (altruistic and compassionate)
  • Amelia Earhart (pioneering and courageous)
  • Lady Gaga (defiant and counter-culture)
  • King Arthur (legendary and dominant)
  • Dorothy from Wizard of Oz (virtuous and honest)
  • Steven Spielberg (original and inventive)
  • Jim Carrey (humorous and over the top)
  • Oprah (spiritual and charismatic)
  • Marilyn Monroe (magnetic and romantic)

Question 3 of 10


A poster you might hang in your office would say…

  • “If fate doesn’t make you laugh, you just don’t get the joke.”
  • “With great power comes great responsibility.”
  • “Do it with passion or not at all.”
  • “Be strong. You never know who you are inspiring.”
  • “Just be good.”
  • “If you can imagine it, it can be done.”
  • “Well behaved men and women seldom make history.”
  • “If we were meant to stay in one place, we’d have roots instead of feet.”
  • “Knowledge is power.”
  • “Don’t be afraid of the space between your dreams and reality.”
  • “Love your neighbor as yourself.”
  • “If you aren’t willing to work for it, don’t complain about not having it.”

Question 4 of 10


To attract customers and make decisions, your brand leverages…

  • Faith and optimism
  • Leadership and organization
  • Wit and spontaneity
  • Generosity and communication
  • Insight and imagination
  • Realism and authenticity
  • Creativity and risk taking
  • Competence and courage
  • Relationships and devotion
  • Rewriting the rules and boldness
  • Curiosity and ambition
  • Wisdom and credibility

Question 5 of 10


You can’t stand…

  • Corruption
  • Imprecision
  • Grave situations
  • Elitism
  • Chaos
  • Authority
  • Being alone
  • Being trapped
  • Being unneeded
  • Weakness
  • Impossibility
  • Conformity

Question 6 of 10


If successful in your mission, your brand would…

  • Build something of significance with enduring value.
  • Bring joy and entertainment to people.
  • Have mass appeal and meet all the basic needs of your customers.
  • Bring simplicity and happiness to your customers.
  • Offer your customers more freedom or more options.
  • Transform your customers’ lives.
  • Deeply nurture your customers physically, emotionally or spiritually.
  • Spread truth and knowledge.
  • Help your customers feel special, connected or valued.
  • Solve a big problem for people.
  • Create more stability and security for your customers.
  • Disrupt your industry and change conventional thinking.

Question 7 of 10


If money / logistics were not a barrier, you would love to:

  • Move to the country to enjoy the simple life.
  • Hire a team of scientists, designers and engineers to make all your ideas into reality.
  • Volunteer at a hospital or animal shelter.
  • Create an intentional community without rules.
  • Train for and compete in various physical challenges.
  • Host a community social gathering where the beer and food is free.
  • Make friends with very influential people.
  • Spend your time trying to understand the laws of the universe.
  • Become a stand-up comedian.
  • Write and publish a book based on your expertise.
  • Treat all your favorite people to a luxurious dining and spa experience.
  • Discover a new species of plant.

Question 8 of 10


If you were hiring, you would look for employees who:

  • can develop win-win solutions.
  • are good at connecting with people and building partnerships.
  • are energetic and don’t take themselves too seriously.
  • don't mind getting their hands dirty.
  • will use their intelligence and critical thinking to test assumptions.
  • have great ideas as well as expert execution.
  • have big hearts and generous spirits.
  • are willing to push boundaries.
  • have strong-held values and sturdy reputations.
  • are self-sufficient and don’t need to be micromanaged.
  • don’t back down from a challenge.
  • will work dutifully and efficiently toward the company’s goals.

Question 9 of 10


You get deep satisfaction from:

  • making a difference in someone’s life.
  • liberating yourself and others from the status quo.
  • treating everyone as equals and building consensus.
  • the process and the outcome of creating something that did not previously exist.
  • enjoying the richness and fullness of life.
  • finding clever ways around obstacles.
  • prevailing against the odds to overcome a challenge.
  • motivating others to maintain high standards.
  • turning problems into opportunities.
  • seeking out new experiences that provide opportunities for learning and growth.
  • gathering and analyzing information and sharing it with others.
  • finding a community who shares your ideals of morality, simplicity and predictability.

Question 10 of 10

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