Survey · Marketing
Brand personality survey template
Uses sliders between opposite traits, like serious and playful or traditional and modern, so you get positions you can compare with your brand guidelines rather than a pile of adjectives. Anyone who feels your words and your actions don't match is asked where the gap shows up.
Try it live
Try it as a respondent
Every question, and where it leads
The conversation
What a respondent is asked, in order.
Quick one: if our brand were a person, what would they be like? No right answers here.
How do you know us?
Which of these traits sound most like us? Pick up to three.
Where do we sit between serious and playful?
And between traditional and modern?
And between understated and bold?
When we write to you, who does it sound like?
Imagine we walked into a room as a person. How would they come across?
Does the way we talk match the way we actually treat you?
Where does the gap show up?
Which other brand, in any industry, feels most like us?
Ends with
Thanks, that's a great help
The flow
Where each answer leads. Every route here is editable once the form is yours.
Single select
Multi select
Opinion scale
Opinion scale
Opinion scale
Single select
Long text
Yes / No
Long text
Short text
What this template uses
- Single select
- Multi select
- Opinion scale
- Long text
- Yes / No
- Short text
- 1 branch
Questions to consider
- Which three traits does your brand guide say you should have, and are they in the list?
- Which trait pairs matter most for your market, such as serious and playful for a finance brand?
- Do you want customers only, or also people who have just seen your marketing?
- Who on your team owns the tone of voice and will act on what comes back?
How to use the responses
Before you read a single answer, mark on each slider where you intend the brand to sit. Then compare the average position with your mark, and look separately at customers and people who have only seen your ads, since a gap between those two groups usually points at the product experience rather than the marketing. The answers about where words and actions don't match are your to-do list: each one names a touchpoint that is off-voice.
How to customize and share it
- 1Swap the trait list for your own intended traits, and keep two or three unflattering ones so people can be honest.
- 2Change the slider pairs to the tensions that matter for your brand, such as affordable and premium.
- 3Send it by email or embed it on your site, then review the slider averages in the dashboard or export them to CSV.
Frequently asked questions
What is a brand personality survey?
It asks people to describe your brand as if it were a person: its traits, its tone and how it behaves. It is about the brand's character, not the respondent's personality.
How is brand personality different from brand perception?
Perception covers what people think of you overall, including trust, value and quality. Personality focuses on character and voice, which is what your writing, design and service all express.
Why use sliders instead of a list of adjectives?
A slider between two opposites gives you a position you can compare over time and against your brand guidelines. Adjective lists are still useful, which is why this template asks for both.
Can I add my own traits and scales?
Yes. Use this template copies it into your account, where you can edit every question, add more sliders or change the trait list.