Please fill out the below questionnaire in as much detail as possible.
Describe your company, its background, and history – what was your inspiration?
What is the story behind your company name?
Describe the nature of your business in one sentence. Are there any key messages or taglines?
Describe your products or services.
Describe your business’ personality. What is your work environment like?
What are your company’s top 3 values?
What is your mission?
Who are your direct competitors? If possible, please include the URLs of their websites.
What is your company’s distinct competitive advantage?
What are the proof points that substantiate your competitive advantage claim?
What problem does your company solve? Who does it serve?
What are the functional benefits your company delivers to its clients/customers?
What are the emotional benefits your company delivers to its clients/customers?
What are your current challenges in finding potential clients/customers?
What are the trends and changes that affect your industry?
What factors in your business environment do you need to overcome to succeed?
How do you plan to market your products or services?
What is the business objective that you would like your branding to achieve?
What is the perception you want from your audience?
What are some misperceptions from your audience?
If your company were a person, how would you describe its personality? Check all that apply.
What other words would you use to describe your company's personality?
If your company were a place, where would it be?
If your company were a car, what would it be?
If your company had a celebrity spokesperson, who would it be?
What is the single most persuasive idea we can convey through your branding?
Why should your clients/customers believe it?
What will your logo and branding be used for? Check all the applications that apply.
Labels and Tags
Advertising (print and digital)
List any other applications for your logo and branding not listed above.
What are some short and long-term goals for your business (1 year, 5 years, 10 years)?
Please outline the launch schedule for your business.
Describe your ideal client. Age:
Challenges solvable by your products or services:
Wants and aspirations:
What are the top 5 brands you love and why?
What are some styles of design that appeal to you? Check all that apply.
Are there any images or icons that appeal to you that you feel reflect your company?
Are there any colours that appeal to you that you feel reflect your company?
Are there any images, icons or colours that should be avoided?
Do you have any dislikes?
Is there anything else you'd like to add about your business?