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Think Brands – New Brand Quiz

You've got a business idea. Let's give it a brand.

Your business deserves more than just a logo.

Whether you're starting something completely new, launching a product or turning an idea into a business, this quiz will help us understand what you're creating, what you want it to stand for and how you imagine it looking and feeling.

There are 30 questions. Some are serious, some are a little unconventional, and some might make you think about your business in a completely different way.

There are no right or wrong answers. Just go with your instincts.

Let's discover what your brand could become...

Free initial brand discovery
Approximately 5–8 minutes to complete.

30 questions to help us discover your brand

Name *

Email address *

What's the name of your new business? (If you haven't decided yet, tell us what names you're considering or what sort of name you'd like) *

In a nutshell, what does your business do? (Describe your products, services or business idea in a couple of sentences. Don't worry about making it sound clever. Just explain it to us) *

Who are you creating this business for? Who are your ideal customers? (Think about their age, interests, lifestyle, profession, business type or whatever makes them tick) *

What problem are you solving, or what need are you fulfilling? (Why will people need or want what you're offering?) *

What's your big ambition? (Are you creating a lifestyle business, building something with serious growth potential, developing a new market, or hoping to become the next big thing?) *

YOUR BRAND PERSONALITY - If your brand were an animal, what would it be? A lion? An owl? A fox? A dolphin? Something completely unexpected? And why? *

If your brand were a dog, what breed would it be? A loyal Labrador? A sophisticated Poodle? A fearless German Shepherd? A playful Cockapoo? Tell us what that says about your brand. *

If your brand were a person, how would you describe them? (Choose up to three personality traits) *

Confident
Friendly
Intelligent
Adventurous
Sophisticated
Rebellious
Trustworthy
Playful
Professional
Innovative
Approachable
Understated
Loud

If your brand were a colour, what would it be? And is there a colour you'd absolutely hate to see associated with your business? *

If your brand were a car manufacturer, who would it be? *

Are you Mac or PC? *

MAC
PC
BOTH
NEITHER

Do you blend in or disrupt? *

Blend
Disrupt
Neither

Which of these best describes the visual style you'd like? *

Minimal and understated
Bold and attention-grabbing
Modern and contemporary
Classic and timeless
Premium and sophisticated
Fun and colourful
Natural and organic
Technical and futuristic
Industrial and functional
Artistic and expressive
Not sure – surprise me!

How would you like people to feel when they encounter your brand? For example: reassured, excited, inspired, curious, impressed, entertained, confident or motivated. *

If your brand had a voice, how would it speak? *

Straight-talking and honest
Friendly and conversational
Expert and authoritative
Witty and entertaining
Inspirational and motivational
Calm and reassuring
Bold and challenging
Exclusive and sophisticated

Who are your competitors? Tell us about businesses offering similar products or services. Include website addresses or social media links if you can. *

What brands do you admire, even outside your industry? Name up to three brands you think get it right. What do you particularly like about them? *

What would make someone choose you instead of your competitors? Think about quality, price, service, convenience, expertise, personality, innovation or something else entirely. *

Are you aiming to be the affordable option, the premium choice or somewhere in between? Are you competing on value, quality, exclusivity, accessibility or something else? *

What sort of logo do you instinctively imagine? *

A simple, distinctive symbol
A strong typographic logo using the business name
A combination of symbol and business name
An illustrated or character-based identity
Something abstract and contemporary
Something classic and established
No idea – that's why I need you!

Are there any symbols, objects or visual ideas that could represent your business? Think beyond the obvious. Is there something meaningful about your business, its name, its origins or what it represents? *

Where will your brand need to appear? *

Website
Social media
Business cards and stationery
Signage and premises
Vehicles
Clothing and uniforms
Product packaging
Labels and merchandise
Presentations and documents
Advertising and marketing
Apps or digital products

Do you have any existing brand ingredients? For example, a business name, strapline, domain name, colour preferences, sketches, existing logo, photography or ideas you've already explored. *

What absolutely must your new brand communicate? What are the three most important things you want people to understand about your business? *

When do you want your new brand to be ready? *

As soon as possible
Within the next month
Within 2–3 months
Within 6 months
I'm still planning

What level of branding support do you think you'll need? *

Just a professional logo
Logo, colours and typography
A complete visual brand identity
Brand identity plus a basic set of marketing materials
Brand strategy, positioning and identity
Not sure – I'd like your advice

How important is it that your brand is distinctive and protectable? *

I want something unique that I can own and build upon.
I'd like to explore trade mark registration and brand protection.
I haven't really thought about brand ownership yet.
I'd like Think Brands to advise me.

Finally, if we could make one thing happen with your new brand, what would it be? Finish this sentence: When people see my brand, I want them to think, feel or say... Don't overthink it. This could be the most important answer of all. *

If you have anything that you think might help, an inspiration or a work in progress... Upload it here

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Think Brands – New Brand Quiz

You've got a business idea. Let's give it a brand.

30 questions to help us discover your brand

We create, evaluate, curate and accelerate brands