Developing a brand identity is one area of marketing that’s often overlooked. Because it doesn’t provide direct, measurable results, it’s usually the last thing a company is willing to spend their money on.
But what the most successful companies know is that defining a solid brand identity helps establish the groundwork needed to pursue marketing tactics that support lead generation and customer loyalty. So, where do you begin?
The key is to start the branding process with a clear direction. From how your brand values affect messaging considerations to design preferences for your logo, it’s much easier to work with designers, copywriters, strategists and internal teams when you know what you want.
To help you start off on the right track, we’re sharing our branding and logo questionnaire to help you through the discovery phase. This questionnaire is a big part of our brand strategy process, and we share it with our clients before beginning any branding project.
Let’s get started!
“For upscale American families, Volvo is the family automobile that offers maximum safety.”
The following questions will dive into the essence and identity of your brand.
To answer the following questions, use your imagination to think of your brand in unique situations.
Now we’re getting into the look and feel of your brand. The following questions will help you narrow down your visual preferences.
This format includes your company’s name in stylized typeface and/or your company initials in a simple shape.
This mark includes literal or representative imagery to symbolize your brand.
This format includes abstract shapes and symbols that convey a specific idea or attribute. These types of logos are very unique and identifiable often without the company name.
This features the name or initials of the company, usually as part of a pictorial element or shape.
Common elements typically include vibrant colors, a subtle 3D feel, bold type, color transitions, shadows, gloss and reflection.
Common elements include fresh colors, stylized imagery and clean type.
Common elements include timeless colors, literal imagery and traditional type.
Common elements include detail, textures, flowing lines and distinctive type.
These include a hand-drawn feel depicting a scene or character.
Remember: There’s no need to rush through answering all of these questions! Your responses will ultimately determine your brand’s positioning, so this exercise should take you some time.
We know that a branding project is a lot of work, and hopefully this brand and logo questionnaire helps you avoid an existential crisis. If you have any questions or need help discovering your brand, let us know! We’re happy to help guide you in the right direction.