Name
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First Name
Last Name
Email
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Company / brand name
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Address
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Address 1
Address 2
City
State/Province
Zip/Postal Code
Country
VAT Number / organisation number, if you have one
How long have you been in business?
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What is your brand's purpose?
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If money was removed from the equation (I do realise we operate in a capitalist world, so this is purely hypothetical ), what is the reason your business exists?
What is your brand vision?
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Dream big! A vision statement describes the desired future position of the brand. What are your hopes and dreams? What problem are you solving for the greater good? Who and what are you inspiring to change?
What is your brand mission?
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Where your vision statement focuses on the future and what your brand wants to ultimately become, your mission statement focuses on today and what you actually do to achieve your vision. What do you do? Who do you serve? How do you serve them?
What's a goal that's so big it scares you?
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An ambitious vision is often supported by a really hairy goal, one that may even seem impossible. What's yours?
And what are some goals that feel more realistic?
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Keeping your big, scary goal in mind; what are some more realistic goals for your brand? Define some short term (1-2 years) and some long term (3-10 years) goals.
Who do you want to impact?
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Address everybody, and nobody will listen. Defining your main target audience will help you communicate more effectively. What adjectives describe a typical person in your target audience? What are their values and beliefs? What drives them?
Who are you up against?
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Who are your main competitors? Where are they located? What are they really good at? What are they not so good at?
What makes you different?
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Why should people care? What sets your brand apart from others offering the same product/service?
What's the hill you're willing to die on?
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Your brand's core values are the beliefs that you, as a company, stand for. They act as guidelines for how your brand will behave, internally and externally. Tell me about yours!
What's your brand's personality?
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Thinking about your brand as a person with unique personality traits makes it easier to show up in a way that speaks to your ideal clients on an emotional level. What are the top 3-5 adjectives/personality traits that describe your brand?
All. The. Feels.
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Your brand is the sum of all feelings, thoughts, visual and other memories (positive and negative) that people have about your company, product or service. How do you want people to feel when they interact with your brand?
Preferred visual direction
The most important part of branding is the stuff you can't see. But we're going to take the intangible and translate them into a compelling visual representation, so let's talk about the stuff you CAN see! What visual direction you envisage for your brand? (Pick no more than two!)
Preferred typographic style
I like to think of typefaces (fonts) as if they were people; they each have distinct personalities, and you want to find a typeface that is the equivalent of your brand’s soulmate!
Preferred colours
Colours influence us, and can be used to add symbolism or to provoke certain feelings and associations. What colours do you feel best represent your brand? (This is just to give me a quick reference, we will define your brand colours later in the process.)
Vibrant or muted?
Red is not red, and green is not green. A colour can take on a whole different mood with the addition of white and/or black. Add white, and you get a more delicate look – add black, and you get an earthier more muted look. What's your vibe?
For rebranding projects only
How do you feel about your existing brand identity and collateral; generally speaking and in relation to your target audience and core brand values? Should we start from scratch, or are there any elements you would like to keep? What works well, what could be improved – and why?
Additional information
Anything else I need to know before we get started? Spill the beans!
