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A brand is a fundamental asset for a company.
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24 brand questions by häk

Test your brand’s success

Understanding the core and fundamental characteristics of your brand is a vital step towards achieving success! These 24 questions are designed to help you assess the strength and clarity of your brand’s identity.

Gain valuable insights, a häk brand score™, and discover areas for improvement!

Answer the questions in a 5-point system, where 1 means "not really" and 5 means "yes absolutely".

You have a clear understanding of your brand essence. i*
Brand essence is the fundamental qualities and values that define a brand and set it apart from others. It's like the brand's unique promise to customers, expressed in a short statement. This statement guides all brand-related decisions and ensures consistency in how the brand is presented. For example, Nike's essence is "empowering athletes." This essence shapes everything they do, from products to marketing.
You have a very clear understanding of your brand strengths.*
You have a very clear understanding of what sets your brand apart from others.*
You have a very clear understanding of your brand’s personality and character — archetype.*
You have a very clear understanding of your company’s larger purpose (aside from profit-making).*
You have a very clear understanding of who your customers are.*
You have a very clear understanding of your customers’ primary needs.*
You have a very clear understanding of who is your ideal customer.*
You have a clear vision of where the company is heading.*
Everyone in the company understands your brand the same way.*
Every person in the company can instantly identify your brand’s strengths.*
You are well aware of your brand’s external image, or how others perceive you.*
You consciously influence your desired external image.*
You have a strong visual identity (logo, design language) and it is well-thought-through.*
You have a comprehensive brand graphics document that you share with everyone.*
Your visual identity aligns well with the brand essence.*
Your visual identity resonates very well with your ideal customer.*
Your visual identity is visually appealing and distinctive.*
Your brand’s visual language is consistent across all channels.*
You have a strong slogan or tagline that resonates with customers.*
You have a consistent tone in how you communicate with customers.*
Your brand values and strengths are clearly communicated to customers.*
You make strategic choices based on competitor analysis to achieve success.*
You know exactly how you position yourselves in the market.*
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