Brand Discovery Survey

Anonymous stakeholder survey

Brand Discovery Survey

As we explore the future of our organization and brand, we want to hear from the people who know us best. Your feedback will help guide decisions about our name, identity, and how we communicate our mission moving forward. There are no right or wrong answers, and all answers are anonymous—we are simply interested in your honest opinions. Thank you in advance for your time and assistance!

Survey progress

Step 1 of 5

1. Relationship

2. Current Name

3. Name / Logo Change

4. Future Direction

5. Final Thoughts

Section 1: Your Relationship to the Organization

Help us understand how you connect with Second Harvest Food Bank of Northwest Pennsylvania.

1. Which best describes your relationship with Second Harvest Food Bank of Northwest Pennsylvania?Select all that apply.

Employee Volunteer Food Pantry Corporate Partner Donor Neighbor Other

Other (please specify)

2. How long have you been involved with the organization?

Less than 1 year 1–5 years 6–10 years More than 10 years

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Section 2: Perceptions of the Current Name

This section explores familiarity, meaning, and associations tied to the current name.

3. How familiar are you with "Second Harvest Food Bank of Northwest Pennsylvania"?

Very familiar Somewhat familiar Neutral Slightly familiar Not familiar

4. Overall, how positively do you feel about the current name?

Very positive Somewhat positive Neutral Somewhat negative Very negative

5. How well does the current name communicate the organization's mission?

Extremely well Very well Moderately well Slightly well Not at all

6. Check the services SHFB offers.Select all that apply.

Receives food donations Food distribution (for pantries) Walk-in food distribution (for individuals & families) Receives and distributes personal care items School pantry distribution Senior food assistance Fish farming Produce farming Mobile produce distribution Military food pantry distribution Emergency food assistance SNAP assistance Pet food assistance

7. Which of the following words/phrases do you associate with the current name?Select all that apply.

Trust Community Compassion Innovation Behind the times Local Inclusive Growth oriented Progressive Confusing Hard to say Hard to understand Other

Other (please specify)

8. What, if anything, do you believe are the limitations/challenges of the current name?

9. Do you ever shorten the name in conversation? If so, what do you shorten it to?

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Section 3: Attitudes Toward a Potential Name and/or Logo Change

Tell us how you would feel about a future name change, logo change, or both.

10. How open would you be to the organization adopting a new name?

Very open Somewhat open Neutral Somewhat resistant Very resistant

11. If the organization changed its name, how concerned would you be about the impact on its reputation and recognition?

Very concerned Somewhat concerned Neutral Slightly concerned Not concerned

12. Which of the following concerns would you have regarding a name change?Select all that apply.

Loss of community recognition Loss of trust Donor confusion Partner confusion Neighbor confusion Loss of organizational history Cost of implementation No concerns Other

Other (please specify)

13. Overall, how positively do you feel about the current logo?

Very positive Somewhat positive Neutral Somewhat negative Very negative

14. Which of the following describes the current logo?Select all that apply.

Trustworthy Compassionate Represents SHFB’s offerings well Modern Outdated Community-focused Recognizable Boring Unique Fun / lively Other

Other (please specify)

15. If the cornucopia were to be replaced/updated in a new logo, what icon(s) do you think would best represent our organization?Select two.

Heart Fresh food Community Northwest Pennsylvania A box or bag of food Food truck or food transportation Wheat stalk Apple Farm fields Harvest Other

Other (please specify)

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Section 4: Future Brand Direction

These questions focus on the ideas and themes that should shape the future brand.

16. The future name should represent:Select two.

Hunger relief Fresh food Community Northwest Pennsylvania Partnership Hope Compassion Trust Food distribution (on a large scale vs. individual) Other

Other (please specify)

17. How important is it that a future name retains a connection to the organization's history?

Extremely important Very important Moderately important Slightly important Not important

18. How important is it that a future name reflects the broader scope of the organization's work beyond food distribution?

Extremely important Very important Moderately important Slightly important Not important

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Section 5: Final Thoughts

Use this final step to share any guidance or perspective you want leadership to consider.

19. What advice would you give the organization as it considers its future brand identity?

20. Is there anything else you would like leadership to consider regarding a potential name change?

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