Company/Brand* * 1. What does your business/product do?
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?
2. What problem do you solve for your customers?
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.
3. Who are your 3 main competitors (direct or indirect)?
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.
4. What about your background/product/service sets you apart from your competitors?
Why buy from you or engage with you? Consumers today are spoilt for choice.
5. Is there a unique story behind your business or business name or logo?
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?
6. Share 5 adjective or words that best describe your company.
The words you choose convey a lot of meaning regarding how you see/want to see your company.
7. What are the Deliverables you need for your brand identity?
Brand identity is vast and can include stationery, logo, website, product packaging, marketing collateral and others. Let us know what you need.
8. Does any of your current material need to be updated to match the new brand identity?
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.
9. Who are the decision makers on this project? What is the turnaround time for making a decision?
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.
10. What timelines are you’re looking at for this project? What is your budget?
Given your goals and the scope of this project, tell us which requirements need to be satisfied within your expenses.
11. Describe your ideal customer/s?
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.
12. What is the primary message do want to convey to your customers?
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?
13. Share 5 adjective or words that best describe your ideal customer.
Do you know your customers well enough to be able to describe them in a few short words?
14. Do you have any market research about your ideal client or your product/business that you can share with us?
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"
15. What is the purpose behind this exercise? Why now?
It comes after considerable thought and effort. What do you want to achieve from this exercise? what are your end goals?
16. If you have an existing brand/identity, why isn’t it working for you?
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.
17. Do you have specific guidelines do’s and don’ts about the colors and other elements of brand identity?
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.
18. Please share 3 links of brand whose brand identity inspires you. What do you like best about them.
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.
19. Please share 3 brands/logos that you thought were weak, and what made you feel that way.
Again, this is going to be a subjective thing. If you have some links, paste them here.
20. Using 5 adjectives or short phrases, describe your brand’s desired look and feel.
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.
Email * Extra Notes
Anything you want to add, links to other references and important information we should have in mind, let it all go here.