Business Evaluation questionnaire

Business evaluation offers benefits such as determining value, identifying improvement areas, benchmarking competitors, setting goals, and enhancing credibility, also assist in branding, marketing, and advertising strategy by providing valuable insights into the market position and customer perception of the business. With a better understanding of the business’s strengths and weaknesses, a company can develop a more effective branding, marketing, and advertising strategy to increase sales and market share.

Date

Name

Phone

Website

Beyond profitability, what is the mission of [your brand]?

How does [your brand] make the world a better place?

What is the single most important aspect of [your brand]?

With regard to [your brand], what do you feel passionate about?

Product, Service, or Company Description What are the three most important benefits/features of [your brand]?

(Please note the order of importance.)

What business is [your brand] in?

Marketplace

How would you define the market for [your brand]?

How would you define [your brand’s] industry?

What geographic regions does [your brand] serve?

What are the top three current trends that impact [your brand]?

Customers

Who buys, specifies, or influences the purchase of [your brand]?

Who are the target customers for [your brand]?

Describe the demographics of [your brand’s] customers: gender, age, education, income, culture

To your target customer, what is the single most important aspect of [your brand]?

What customer need does [your brand] fulfill?

What is the primary message to be conveyed to the customer about [your brand]?

Alternatives to Your Brand

[Your brand] meets a customer need. How is the target customer for [your brand] meeting that need today?

Who is [your brand’s] competition?

What is unique about [your brand] compared with the competition?

What are [your brand’s/your competitor’s brand’s] key strengths?

What are [your brand’s/your competitor’s brand’s] key weaknesses?

How does [your brand’s] pricing compare with the competition?

Context

Why does your target customer need or want [your brand]?

How will your target customer find out about [your brand]?

Where will the customer buy [your brand]?

What media do you feel are appropriate for promoting [your brand]? Why?

Brand Personality Metaphors

If [your brand] had a gender, what would it be?

If [your brand] was a color, what would it be?

If [your brand] was an attitude, what would it be?

If [your brand] was a mood or feeling, what would it be?

Brand Vision

Describe how you will know that [your brand] is a success?

What will success for [your brand] look like in one year? Three years?

How will [your brand] change your customer’s life?

How will [your brand] change your industry?