Corporate Identity Questionnaire

Dauntless

1). What is your business?

·      Affordable, fashionable, modern clothing for men.

2). Describe your business in one sentence.

·      With our affordable designer clothing, it is easy for men of all ages to find a great look that fits any lifestyle or event.

3). Who is your target audience?

·      Men of all ages. Businessmen. Wives/mothers.

4). Who are your competitors?

·      Hugo Boss, Dolce and Gabanna, Armani X.

5). What makes them better/worse than your product?

·      Although these are very successful, popular brands, they limited by their high prices to a very specific audience. Dauntless revolutionizes men’s fashion by offering a formal, modern style at an affordable price.

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7). (Skip)

1). How do you want your image to be seen in two years?

·      We want this company to be a real competitor in the men’s fashion industry-real competition for companies like Hugo Boss and Armani X. We want Dauntless to be known for our fusion of modern fashion with classic formalwear.

2). If your company/brand were an animal, what animal would it be?

·      Dauntless is serious, high-end clothing line, and I do not think a mascot would be a good way to represent it. However, if a mascot was necessary, I think it would be a panther or a tiger. The definition of “dauntless” is bold, fearless. I think a tiger or a panther would represent the idea that this company is not only bold and valiant, but it represents the beauty and pride in what we are selling. (There is no chance the mascot is going to be a puppy or a penguin –the mascot needs to be fearless and proud). 

3). If your company/brand was a person, who would it be and why?

·      Because I did not personally create this company (this is my sister’s clothing line), I had to ask who she thought would be the best person to represent Dauntless. She chose Ryan Gosling –and I couldn’t agree more. He is handsome, cool, smooth, and a great dresser. I think someone like Gosling would appeal to huge audience of people who not only like him as an actor, but also admire his persona and style.

4). If your company/brand were an object, what would it be?

·      If this company had to be an object, it would definitely be a glass of scotch. This is not implying that everyone who wears this clothing gets drunk and likes to party, but when you think of alcohol commercials for products like Grey Goose, Kettle One or Johnny Walker, more often than not, these companies use classy, well-dressed men to represent the clientele for their products. A glass of scotch is a manly drink, not for the faint of heart and not for the casual beer-drinker. I love a good glass of scotch and I love the “feeling” of sophistication and classiness while drinking it.

5). If your customer were a cartoon character, who would it be?

·      Bugs Bunny. Bugs Bunny is cool, smooth, and always wins. This is the type of clientele we are applying to: the man who is fearless and knows how to handle himself in any situation.