The Identity Branding Questionnaire

if you're getting branding work done - whether it's changes to your website, your logo or anything to do with your online / media presence, it's critical that you work with someone who appreciates your identity.

The following questions help you express some of the insights you have into your business, what you'd like to do differently, and how you want to connect with your target audience. You don't need to answer them all, but any questions you can answer here will give you a head start towards a successful project.

If you'd like to discuss this right away, or would rather have this conversation in person, give us a call on 1300 453 125 or contact us to line up a meeting.

Your business and strategic positioning

Here we are asking about who you are as a business, particularly with an eye to who you'll be compared to as this will strongly influence the aspects of your business which should be emphasised in your brand and how your look is perceived.

In a nutshell, what do you do?

What don't you do? 

Who are your main competitors? 

What are your distinctives? (What do you feel differentiates you from your competitors? Where are your relative strengths?)

Are there any business aspects where you feel you are less competitive or not trying to compete?

Name any organisations you work in synergy with or will link in with in some way. Who might customers associate you with?

Your brand and your audience

How would you like customers to perceive you? What would you like your name to be famous for?

What words should people associate with you? 

Why should customers choose you?

Tick any of the following which you think reflect the impression your business should evoke:

Emotion:

Calm/tranquil vs Exciting/vibrant  Relaxed vs Intense Established vs NovelTrustworthy vs Edgy/Boundary-pushingSerious vs Lighthearted/playful   

Aspirations:

Affluence Coolness Curiosity Ethical values Diversity Homeliness
Intellect Passion Comfort High-fashion Thriftiness Being 'in-the-know'

Colour:

Warm Cool Colourful Neutral Rich Pale/pastel Bright
Dark White Metallic Natural

Fashion sense:

Classic Alternative Minimalist Fashion-forward Retro Street
Contemporary Businesslike Casual Hi-tech Steam-punk

Relationship:

Solid vs Flexible Personal vs Product-centric One-off transaction vs Long-term relationship Intimate friend vs Formal & respectful

Your customers

Who are your ideal customers? Are they different from the customers you have now? 

What are they looking for? 

Where do they find out about you? 

Where do they browse? 

What are their habits? What do they read, what do they watch, what do they listen to, where do they shop?

Are there any customers you don't want to appeal to? 

The Logo

Is there anything you don't like about your current logo or brand?

How distinctive is your business name? (Does the logo need to distinguish you from others with a similar name?)

How often will the logo be seen in places other than your website? Give specific examples if you can, e.g. packaging, stationery, company cars, print ads.

Do you have any specific needs for your logo such as size, readability, or needing to fit into a family of other logos?

Do you have any ideas about how you might want to be able to use your logo in the future?

That's it - you're done! Feel free to print this form and take it with you to any design meetings you have.

We'd love to discuss this information with you. Call 1300 453 125 to line up a meeting and we'll look at the implications it has for your new branding, logo or website.