Brand_Personality

There are three choices for each question; simply choose the one that you like best. There is no wrong answer.

1. Which company name is most appropriate for an office coffee supply company in Southeast Michigan?

a. Detroit Coffee Supply Co.

b. Brew2You

c. Fueling Station

2. Which logo works best for Think Outside the Cube, a company that provides office environment design for small businesses?

3. Which color palette should the designer use when creating the website for Omega Group, a workflow/operations consultant?

4. Which image will work best on the homepage for Omega Group, a company that wants to emphasize that it sees itself as a partner in its client's operations?

5. Which tagline is most appropriate for Omega Group?

a. The Workflow Experts
b. The final word in operations consulting.
c. Finally, problem solved!

6. Which product name works best for a new handheld barcode reader being offered by the company that makes StockPile, a popular inventory management software package?

a. StockPile Scanner
b. EasyRead
c. Zapper

7. Which accent colors should be used for painting the lobby of eXchange, a group office building that provides affordable workspace with shared amenities to technology start-ups?

8. Which company name is most appropriate for a wireless internet provider?

a. Freedom WiFi
b. Access Anywhere
c. Cirrus

9. Which url is best for J. Joseph Advisors, a financial planning firm whose name is already taken as a .com?

a. www.JJAFinancial.com
b. www.TrustJJoseph.com
c. www.AskJoe.com

10. Which list of words best represents Data Keepers, a company that archives corporate data online?

a.information, secure, professional, solution, technology

b.easy-to-use, access, trust, space, adaptable

c.liberation, key, smart, worry-free, pristine

Number of a's = ______ x 1 = ______
Number of b's = ______ x 2 = ______
Number of c's = ______ x 3 = ______
Sub Total ______
If you answered:
6 or more a's - 10 ______
6 or more b's + 0 ______
6 or more c's + 10 ______
Brand IQ ______

0 - 16: Levelheaded Literal
You prefer no-nonsense branding that tells you exactly what a company does. You like representations that match existing norms and meet industry expectations. For you, name recognition and a track record of success is more important to a brand than a flashy look.
*Brand examples: The Coffee Beanery, IBM, Coca-Cola, PlayStation

16 - 29: Tout the Benefits
You want a brand to really differentiate a company. You want to be able to understand what a company does, but also have clear sense of what makes them shine against the competition. As such, you feel a good brand is a balance between the literal land the evocative.
*Brand examples: Caribou Coffee, eMachines, Pepsi Cola, Xbox

30 - 40: Warm & Fuzzy
You love a brand that feels good. You believe a brand should really make an impression and connect with a customer's deeper desires. To you, a brand should be evocative, encapsulating the experience of working with a company or using a product.
*Brand examples: Starbucks, Apple, Mountain Dew, Wii

Clarity Quest Marketing combines technology know-how with marketing and business acumen to provide marketing services to small to medium-sized companies across the U.S. Founded in 2001, Clarity Quest serves companies in the biotechnology, software, hardware and technical professional services industries. Clarity Quest is headquartered in Ann Arbor, Michigan with a satellite office in Seattle. The company publishes the "Out of the Fog Marketing" blog.

Chris has 15 years of marketing, business development, and product management experience in Fortune 50 and startup firms. As the founder of Clarity Quest Consulting, Christine has worked with technology firms on marketing strategy, business planning and marketing implementation. Numerous Clarity Quest clients have received leading industry analyst awards as a direct result of her marketing efforts. Christine was formerly the Director of Marketing for Tangis Corp. where she launched the company's first two products and positioned the company for sale to Corena Group Ltd. Prior to joining Tangis, she led product development and marketing activities at Microvision, Inc. and Motorola. Her experience spans multiple industries including medical devices, mobile application software, wireless infrastructure, displays and microprocessors.

Christine presently holds 8 U.S. patents and was recently named a Michigan Leader & Innovator by Lawrence Technological University. She holds a MBA and MS in Electrical Engineering.