BRANDING QUESTIONNAIRE Name of Organization: * Primary Contact Name: * First Name Last Name Primary Contact Phone: * (###) ### #### Primary Contact Email: * What is the primary driver behind our discussions (pick one or many)? * New organization or brand General visual style update New product or series of products Repositioning or repricing Entering a new market New direction entirely Budget Please select the range that best matches your budget for this project. * 3-5k 5-10k 10-20k 20-30k 30k+ Positioning Does your company have an origin story, or reason for its name? * As precisely as possible, please explain exactly what your company does. Please use concrete, nonabstract terms. * In addition to your primary product or service, what are the secondary or tertiary benefits you deliver to your customers? * For example: excellent customer service, convenience, or ease-of-use. Does your company have a mission statement, vision statement, and/or mantra? If so, please provide. What do you see as the personality of the business? List as many traits as you can. * (Friendly, approachable, professional, masculine, feminine, tech savvy, etc.) What are the top 3 things you want people to know about your company? * If a potential customer could only take one thing away from an interaction with your brand, what would you want that to be? * What is your secret recipe, or “special sauce,” - the thing you can do that no competitor can? * Customers & Competition Who is your target audience or intended market? (Men/Women, Business Size / Type? Urban /Rural?) * Is yours a unique company, or one of many? Who are your competitors? Direct or indirect competitors? * Who are the biggest players in your space? Who are your local and regional competitors? * Is there a “north star” - an organization doing everything exactly right we could reference? * What sets your company apart from your competitors? What makes it special / unique? * Why will a customer select you or your product over all others? * Storytelling, Growth, & Marketing Although we will discuss this later, it is important to begin thinking about these larger, strategic elements of your business as soon as possible. Try to fill in the following blanks: This product/brand is for people who believe ____________. We will focus on people who want ____________. We promise that engaging with what we make will help you get ____________. How do you envision your business growing / evolving over the next year? 5 years? What is your biggest current customer avenue? What are your current methods of attracting new customers? (Include any current advertising methods, including direct mail, Google AdWords, etc.) How do you keep in touch with your current customers? (Email newsletters, social media, print advertising, etc.) Do you currently use social media? How do you currently use it? Are there any advertising methods you are NOT interested in exploring? What are the goals of your current marketing campaigns, if any? (Adding new customers, increasing purchasing frequency of current customers, raising market brand awareness, etc.) Is your business sustainably-minded? If so, how? Please provide any further information that you feel is important or would be helpful. Creative Style What are the 1 or 2 most important things you need your materials to communicate? * Are there any mandatory elements / images / icons that need to be included in your brand materials? * What are your favorite colors? Are there any colors that you just can’t stand? * Do you already have a color palette established with your building, interior, or other existing assets? Please send photos and/or descriptions if necessary. * Do you have any specific ideas for imagery (photos, videos, icons, illustrations, etc.) that you’d like to have considered for use? Do you tend to have a personal preference toward a specific style of illustration? (Please send samples of styles that you like. These do not have to be connected to your industry.) * Do your tastes tend to lean more contemporary/modern or traditional/nostalgic? * Clean and minimal or textured, layered and distressed? * Specifics What styles of brands, packaging, or logos appeal to you? Why do you like these samples? What are you drawn to about them? (Please send any samples you might have or links to their websites. These do not have to be in your industry. ) * Where will your brand exist? Please list as comprehensively as possible. (Primarily online, the shelf, print, outdoor signage, apparel, glassware, etc.) What are the specific goals behind your website? Information sharing, brand awareness, contact information gathering, e-commerce, video, article posting, etc. What are the goals of this new campaign, if there is a new campaign? Adding new customers, increasing purchasing frequency of current customers, raising market brand awareness, etc. Please email any and all sample images, links to websites, or anything else you think might be of help to hello@joannabury.is. Everything from images you happen to think look great, to samples that are strategically relevant, to brands from entirely different industries. There is no such thing as too much reference material. Thank you for taking the time to fill out this form. We will review your responses and get back to you with any additional questions and next steps.
