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Branding Questionnaire

Studio Ochi24/06/2021March 31st, 20225 min read

Overview

A. About the Business

Design is a very subjective process. You will need to work closely with your client, to understand their business and the direction they want to take it.

Questions 1-6
B. About the Project

Now we get into the details of what you really need, and why. This helps set clear expectations from the beginning and avoid assumptions.

Questions 7-10
C. About Your Customers

Who should we really design for? You or your customer?

While you are the one who has to approve our design and pay for it, your revenues in turn come from your customers.

Designers often end up trying to impress and please their clients – tuning the design to suit their color preferences, tastes etc. However, your client is the one the design has to influence and sway.

Questions 11-14
D. About the Identity

The questions above form the basis of the section. Only once you’ve understood your brand and your customers, does it make sense to start talking about your brand identity? Let’s see…

Questions 15-20

Start Here

We ask you to answer these 20 direct and detailed questions before finalizing your project. This will give us a glimpse into how clear you are about your business, prospects and brand identity. *You'll get a copy of these in case you need.
Remember this is not your corporate 'About' page, this should be on the lines of your elevator pitch. If you had just 30 seconds to explain your product to a customer, what would you say?
What is the purpose of your existence (other than to make money)? If a business is not solving a problem or fulfilling a need for customers, then it’s not worth while.
What do you like about their presence? What do you dislike about their brand identity? Always worth to know who you’re competing against and know them, learn from them.
Why buy from you or engage with you? Consumers today are spoilt for choice.
People connect through stories. Storytelling is an effective way to create and sell a brand image. What are the stories behind the business, the products, and the customers?
The words you choose convey a lot of meaning regarding how you see/want to see your company.
Brand identity is vast and can include stationery, logo, website, product packaging, marketing collateral and others. Let us know what you need.
These are often overlooked during the initial phases. To avoid last minute scope changes, make sure to mention any and all existing material that will have to be updated.
After an exhaustive questionnaire it becomes inefficient to repeat it over and over, this questions are best in the hands of the decision making team.
Given your goals and the scope of this project, tell us which requirements need to be satisfied within your expenses.
Selling to another business is different from selling to a consumer. Your brand identity should take that into account. If you already have an Ideal Customer Profile, share that. If not, picture them in terms of gender, style, age, interests, location of work and living, studies and family situation. These are all hypothetical, but very useful to narrow an audience.
This does not have to be just a verbal message. This is about how you want your customers to feel each time they interact with the business. How do people feel each time you mention an iPhone?
Do you know your customers well enough to be able to describe them in a few short words?
Market research is often sensitive. In need of non-disclosure agreement before you share such information let us know. Meanwhile you can just say "Yes" or "No"
It comes after considerable thought and effort. What do you want to achieve from this exercise? what are your end goals?
This will help us understand what’s not working, what are your pain points, and what we need to fix/improve in the new design.
If we need to stick to some predefined corporate guidelines for your brand identity, it is better to know it upfront rather than after spending hours working out the color combinations for your brand.
It can be tricky to verbalize why a certain brand or logo appeals to you. For example, take the journey of the Amazon logo. The concept of Having everything, from A to Z and putting that in the logo, as well as working as an arrow, a smile and their icon. The simplicity of the design was the result of a lot of hard work and collaboration.
Again, this is going to be a subjective thing. If you have some links, paste them here.
Words carry much power, scratch beyond the surface to see what you really want. What are the hidden desires and feelings that you want to invoke in your customers.
Anything you want to add, links to other references and important information we should have in mind, let it all go here.
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