Master Client Questionnaire

Naming Questionnaire

Submission information

Submission Number: 29

Created: Fri, 19 Jun 2026 - 10:31

Goal of the assignment — what do you want to accomplish with this new naming project?

In a nutshell — sum up your company in a sentence.

Brand positioning — how do you want your brand to be positioned in the marketplace?

In 3–5 words, describe the personality, tastes, and quirks of your ideal customer.

Describe your typical (target) customers.

List your top 3 competitors (online and physical) and evaluate each.

Describe the feelings you wish the brand/website to evoke (e.g. warmth, friendliness, reassurance, comfort, excitement).

What characteristics would you use to describe your business? (List 5–10 adjectives.)

Words to explore — list some words you may want to have in your new name.

List words, visual elements, colors, or themes you do NOT want associated with your brand, name, or website.

Themes/ideas to explore — list any areas or ideas you may want to explore.

Brands, names, or websites whose style informs this project.

The acid test — write how the new name will be used in a sentence.

Anything else worth noting that we have not asked about?

Evaluate each competitor	Competitor 1	Competitor 2	Competitor 3
Competitor name	Competitor name (Competitor 1)	Competitor name (Competitor 2)	Competitor name (Competitor 3)
Positive reputation / strengths	Positive reputation / strengths (Competitor 1)	Positive reputation / strengths (Competitor 2)	Positive reputation / strengths (Competitor 3)
Negative reputation / weaknesses	Negative reputation / weaknesses (Competitor 1)	Negative reputation / weaknesses (Competitor 2)	Negative reputation / weaknesses (Competitor 3)
How are they growing or poised to grow?	How are they growing or poised to grow? (Competitor 1)	How are they growing or poised to grow? (Competitor 2)	How are they growing or poised to grow? (Competitor 3)
Risks or threats to their growth	Risks or threats to their growth (Competitor 1)	Risks or threats to their growth (Competitor 2)	Risks or threats to their growth (Competitor 3)
Core capabilities	Core capabilities (Competitor 1)	Core capabilities (Competitor 2)	Core capabilities (Competitor 3)
How they best compete (online, physical, service, other)	How they best compete (online, physical, service, other) (Competitor 1)	How they best compete (online, physical, service, other) (Competitor 2)	How they best compete (online, physical, service, other) (Competitor 3)
Pricing strategy	Pricing strategy (Competitor 1)	Pricing strategy (Competitor 2)	Pricing strategy (Competitor 3)
How are they uniquely different from the others?	How are they uniquely different from the others? (Competitor 1)	How are they uniquely different from the others? (Competitor 2)	How are they uniquely different from the others? (Competitor 3)
Unique products/services they offer that you do not	Unique products/services they offer that you do not (Competitor 1)	Unique products/services they offer that you do not (Competitor 2)	Unique products/services they offer that you do not (Competitor 3)
How they advertise and get customers	How they advertise and get customers (Competitor 1)	How they advertise and get customers (Competitor 2)	How they advertise and get customers (Competitor 3)
Geographic service area difference vs. you	Geographic service area difference vs. you (Competitor 1)	Geographic service area difference vs. you (Competitor 2)	Geographic service area difference vs. you (Competitor 3)
Customer group they focus on (vs. you)	Customer group they focus on (vs. you) (Competitor 1)	Customer group they focus on (vs. you) (Competitor 2)	Customer group they focus on (vs. you) (Competitor 3)
Share of your potential market they fill	Share of your potential market they fill (Competitor 1)	Share of your potential market they fill (Competitor 2)	Share of your potential market they fill (Competitor 3)
Opportunities you could claim that you are not	Opportunities you could claim that you are not (Competitor 1)	Opportunities you could claim that you are not (Competitor 2)	Opportunities you could claim that you are not (Competitor 3)
Other pertinent information	Other pertinent information (Competitor 1)	Other pertinent information (Competitor 2)	Other pertinent information (Competitor 3)