Brand Questionnaire

The initial step of every project is a deep dive into the details of your business. This step begins with a detailed questionnaire that requires in-depth exploration to identify what your business's values are and who your business's audience is. The revelations here will lead to the direction of the overall Visual Design and Brand Identity.

WHAT IS YOUR BUSINESS NAME? WHAT IS THE MEANING BEHIND THE NAME?

WHAT YEAR WAS YOUR BRAND ESTABLISHED?

WHAT IS YOUR TAGLINE/MISSION STATEMENT?

WHAT PRODUCTS OR SERVICES DO YOU OFFER?

WHAT ARE YOUR CORE VALUES?

What is most important to you? What do you want to be known for? What motivates you?

WHAT ARE YOUR GOALS—SHORT TERM AND LONG TERM?

WHAT ONE ADJECTIVE WOULD YOU USE TO DESCRIBE YOUR BRAND?

This will cultivate the emotion that people get when interacting with your brand. Ex: edgy, classy, sustainable, friendly, etc.

WHAT TYPE OF PERSONALITY DOES YOUR BRAND HAVE?

Is it approachable yet full of personality, sophisticated, etc.?

WHO IS YOUR IDEAL CLIENT / TARGET AUDIENCE?

Try to get specific! Are they a certain age or demographic? What adjectives describe them? Where do they shop?

HOW DO YOU WANT YOUR CUSTOMERS/CLIENTS TO FEEL WHEN THEY INTERACT WITH YOUR BRAND?

WHAT MAKES YOUR BUSINESS UNIQUE? WHAT DO YOUR CLIENTS/CUSTOMERS LOVE ABOUT COLLABORATING WITH YOU?

WHAT'S ONE OF THE BIGGEST COMPLIMENTS YOU'VE RECEIVED ABOUT YOUR PRODUCT/SERVICES?

WHAT ARE 3 BRANDS YOU LOVE AND WHY?

LIST 3 MAIN COMPETITORS. WHAT SETS YOU APART FROM THEM?

"Competitor" tends to have a negative connotation; we ask this question to gain context about your industry and brainstorm how to highlight the unique strengths of your business and differentiate from those that already exist.

HOW DO YOU PREFER YOUR LOGO BE WORDED OR WRITTEN OUT?

ex: Good Hearted (Hat Co. underneath) vs. GoodHeartedHatCo.

DO YOU HAVE A PREFERENCE ON TYPOGRAPHY?

(ex: Serif, Sans Serif, Script, Bold, Light, Italics, etc.)

DO YOU HAVE ANY COLOR PREFERENCES, OR EXISTING BRAND COLORS THAT NEED TO REMAIN?

DO YOU HAVE ANY COLORS YOU WANT TO STEER AWAY FROM?

WHAT ATTRACTED YOU TO OUR WORK? ARE THERE ANY SPECIFIC PROJECTS THAT REALLY RESONATED WITH YOU?

IF YOU HAVE AN INSPIRATION BOARD, PLEASE PROVIDE A LINK TO IT HERE:

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IS THERE ANYTHING ELSE YOU THINK WOULD BE HELPFUL FOR US TO KNOW? WE WANT TO ENSURE WE ARE ON THE SAME PAGE THROUGHOUT THIS COLLABORATIVE PROCESS!

DO YOU GIVE U PERMISSION TO SHARE SKETCHES AND CONCEPTS FROM YOUR PROJECT ON SOCIAL MEDIA WHILE OUR WORK IS UNDERWAY?

Example: sharing a photo of a brand illustration being drawn or video of lettering being created.

Yes