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Your brand is important. Gathering as much insight as possible into your business/brand will enable us to provide you with brand direction that is meaningful and most effectively connects you to those you are meant to serve.

BRAND DEVELOPMENT

Project Purpose:

The following questions will help to determine the essence you are wanting to convey with your brand style. If there are some questions that you do not have answers to, do not worry -  just skip and we will circle back. One-word and bullet-point answers are completely acceptable.

1. BRAND ESSENCE

What are some overall characteristics of your brand? Choose 4 adjectives that accurately describe your brand:

Neutral, Colourful, Approachable, Authoritative, Modern, Classic, Simple, Intricate, Conservative, Extravagant, Professional, Casual, Necessity, Luxury, Sporty, Elegant, Fun, Serious, Editorial, Calm, Exciting, Laid-Back, Innovative, Edgy, Familiar, Clean, Bold, Sophisticated

Ex. modern, familiar, approachable, comfortable

2. BRAND PERSONALITY

How is your brand perceived?

This may require some external inquiry, market sampling and analysis.

BRAND EMOTIONAL CONNECTION

How do you want to make people feel?

YOUR BRAND IS NOT

Sometimes articulating the style, essence and perception that is NOT your brand brings clarity. Provide logo samples or examples that you do not like if possible.

BRAND UNIQUENESS

What makes your brand stand out? What is your “special sauce”?

BRAND SHARED VALUES

What shapes how you operate? List 4 core values.

BRAND PURPOSE

How does your brand meet people’s needs? Your value proposition, fill in the following blanks: “We help___with___so they can___”

BRAND NEED

What is the problem your brand needs to solve?

BRAND VISION

What is your Vision? What are you doing in the future to propel your brand forward?

BRAND MISSION

What is your Mission? What are the things you are currently doing? Why is your mission important?

HOW DO YOU WANT TO CONVEY YOUR MISSION?

What means of communication and visuals do you currently use? And want to use?

WHO DO YOU WANT TO REACH?

Who is your primary audience? secondary? Tertiary?

AUDIENCE GOALS

What are your customers hoping to achieve?

GAPS IN THE MARKET

Are there particular gaps in how organizations in your industry are providing service? If so, how do you address those gaps?

MARKETING GOALS

List any marketing goals that come to mind. Are there new markets you are wanting to move in to? Are you wanting to position in a different price bracket? Refreshed brand?

CALLS TO ACTION

What are specific action items that you want to achieve with your marketing initiatives?

BRAND USAGE

Where will your logo, colours and text be used primarily? secondary? Tertiary?

COLOUR PREFERENCE

Based on the following graphic, are there colours that are an absolute ‘No’ and are there colours that you love?

MOOD BOARD

Please add any photos that capture the overall mood of your organization?

Logo Design Style

Do you prefer font style logos, icon style or a combo of both?

For icon/graphic, do you prefer: geometric shapes, nature, 3-d, letters, abstract or please list ideas.

Brand Design Vision

When you close your eyes and picture your company, what is the first thing that pops into your mind?

Do you have inspiration websites/brands that you currently love? These do not need to be industry related.

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