Is the goal of your brand to highly serve and protect others?

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Do you focus on members constantly trying to achieve balance in caring for others (e.g. kids, sick individuals, etc.)?

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Do you encourage authentic action (e.g. walk the walk), provide a high level of service and do nice things for others?

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Would you describe your brand as nurturing, compassionate, empathetic, fiercely protective, selfless, humble, traditional, being

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Is the goal of your organization to achieve market domination through providing high-status products or the promise of safety an

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Do you focus on customers typically concerned with image, status, or prestige who naturally gravitate towards tradition and heri

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Do you encourage a structure that’s stable, functional, orderly, productive and harmonious, with a high control of processes?

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Would you describe your brand as confident, prestigious, a leader, expert, competent, holding fast to tradition, maintaining or

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Is the goal of your organization to recreate or re-imagine something to allow others to express themselves?

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Do you focus on members who buy things not to impress others, but to express how much they love beautiful, high quality things?

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Do you encourage self expression, innovation, collaboration, brainstorming, autonomy and freedom to create, dismantling old systems/processes to create something new in its place?

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Would you describe your brand with a highly developed aesthetic, imaginative, non-linear, perfectionist, insightful, a storytell

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Is the goal of your brand to help people find or realize happiness?

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Does your company value simplicity and ethics?

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Are your products/services based around being natural, pure, simple or predictive?

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Would you describe your brand as believing in goodness, bursting with energy, wanting to make the world a better place, being a source of inspiration and motivation?

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Is the goal of your brand to seek knowledge and to provide expertise and information to others?

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Does your company value absolute truth and transparency, no exceptions?

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Do you encourage freedom of thought, individuality, research, analysis and learning?

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Would you describe your brand as an intelligent communicator, having a healthy dose of scepticism, making decisions based on factual research, loving alternative perspectives, while maintaining objectivity?

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Does your brand feel at home in the wilderness or nature?

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Do you help people discover new things, find freedom to express their individuality

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Do you encourage nonconformity, individuality, decentralization and democracy?

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Would you describe your brand as pushing boundaries, motivated by new experiences, on a discovery quest, loving diversity, groundbreaking or pioneering?

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Is the goal of your brand to disrupt the status quo in your industry or society?

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Do you focus on customers who feel at odds with society, or law abiders who just want to let off steam?

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Do you encourage free-thinking and radical ideas that push the envelope?

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Would you describe your brand as a rule breaker, maverick, reformer, having an independent streak, having varying levels of shock factor?

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Is the goal of your brand to foster ‘magical moments’ that feel special, novel, or exciting?

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Do you focus on customers with a desire for personal transformation (e.g. from inefficient to productive, feeling lost to enlightened, from chaos to peace)?

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Do you have a grandiose purpose that you believe, if you apply the right formula, success is inevitable?

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Would you describe your brand as a limitless big dreamer, nothing is impossible, passionate and curious, transforming creative energy into practical expression?

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Is the goal of your brand to fight an invisible enemy in a personal or social context?

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Do you focus on customers who are competitive (even if just against themselves), who crave a sense of achievement in overcoming challenges?

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Do you encourage dedication, achievement and a clear sense of conviction lived out daily?

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Would you describe your brand as fearless, courageous, disciplined, goal oriented, a rescuer of others, fighting for the powerless?

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Is the goal of your brand to appreciate customers by developing meaningful relationships?

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Do you focus on customers who crave connection, who want to be loved and feel special?

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Do you encourage appreciation of others, enduring respectful relationships, collaboration and consensus decision-making?

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Would you describe your brand as passionate, optimistic, romantic, a trustworthy companion, dependable, a facilitator of connections?

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Is the goal of your brand to grab attention by making light of things in an unconventional, silly, or over-the-top way?

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Do you focus on customers that are younger or “young at heart” who are turned off by seriousness but appreciate creativity and cleverness?

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Do you encourage a non-corporate fun loving culture, innovative out-of-the-box thinking and living life to the fullest each day?

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Would you describe your brand as a playful entertainer, challenging conventions in refreshing ways, controversial but charming?

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Is the goal of your brand to welcome everyone with dignity afforded to each person regardless of difference?

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Do you focus on members who like to fit in or feel comfortable when they’re being themselve

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Do you encourage transparency, teamwork, strong sense of pride, a casual atmosphere, welcoming family culture?

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Would you describe your brand as friendly, helpful, genuine, respectful, a community connector, relatable?

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