TRANSITIONº

Diagnostic Questionnaire

Diagnostic Questionnaire

Overview

As companies evolve, their brand often reflects where they started—not where they’re going. This 8-question diagnostic helps determine whether market perception still reflects the business you’re becoming.

Guidelines.

Respond based on your current operating reality—not intention.
Fields marked with an asterisk (*) are required to complete.
Answer quickly—the first instinct is typically the most accurate.

This diagnostic uses a 1–5 scale:

1 → strongly disagree
3 → inconsistent / situational
5 → strongly agree

Questions

"*" indicates required fields

1. Our current brand clearly reflects the business we are building now — not the business we started.*
2. The way our business is understood externally reflects our current strategic priorities.*
3. Our leadership team shares a clear understanding of who we are becoming as a business.*
4. Our brand supports our future direction (new markets, new channels, new offerings), not just our existing revenue model.*
5. I can clearly articulate what our company stands for — not only what we sell.*
6. Our current positioning attracts the kind of customers, partners, and opportunities we actually want more of.*
7. We have intentionally evolved how our business is presented and understood as the company has grown.*
8. If our leadership or ownership structure changed tomorrow, our brand would still accurately represent who this company is and where it is going.*