Branding Questionnaire​

Document Context:
 
This is a questionnaire which the business stakeholders need to fill at the start of any project. The questions in this document aim to bring out the background and goals upon which the business is based on. Not only this, it also helps the design / development team understand and outline the solution approach going forward.
 
House Rules (important):

• Each stakeholder must individually answer this questionnaire (without discussing with each other).
• Be as specific as you can. Avoid vague and uncertain terms and measures while answering.
• Questions require good amount of thinking. Therefore, please sit in a calm / quiet environment with ample time at hand, preferably. Don’t try to fill it up in hurried state of mind.
• It is important to answer each and every question in the as much detail as you can.
• All are open ended questions so there are no right or wrong answers. Try to be as descriptive as you can, while answering.
• Some questions may appear repetitive / similar, but they differ in context. Try to provide a relevant view of such questions depending on which sections they are present in.

---

Questions

Business / background related:

1. Describe in one sentence, your business/service.
2. Describe in detail what product/services does your business provide?
3. What are the pain points that you solve for your customers?
4. Why was your company started in and what was the motivation?
5. If you had to describe your business in one word, what would it be and why?
6. Who are your main competitors?
7. What sets your company apart from the competition?
8. What do you like about any of your competitor’s logo / visual identity?
9. What do you dislike about any of your competitor’s logo / visual identity?
10. Where will your business be publicized? In other words, where would your business be visible generally (graphically or otherwise).
11. Describe your company/business to someone who has no knowledge of your existence. 
12. What are the reasons that you are seeking a visual change? What didn’t work in previous one.
13. What do you want your new logo / visual branding to achieve / accomplish?

 
Target Audience:

1. Who is the primary target audience? Who are your potential clients? Or People most likely to use your services/product.
2. What is the age group of customers that are you targeting?
3. Who currently uses your product/service the most?
4. Where do most of your audience live?
5. What is the average household income of your target audience?
6. Are there any new markets you'd like to break into in future? If so, what would they be and why?
7. How do most of your customers find out about your company?
8. What are your primary forms of reaching out to your target audience?
9. If your customers had to describe your company in one word, what would it be and why?

 
Brand Values:

1. Company's Vision and/or Mission Statement?
2. Product/Service Positioning Statement? Example: For upscale American families, Volvo is the family automobile that offers maximum safety.
3. Customer Benefit of your Product/Service? Example: Saves Time, Saves Money, Increases ROI and so on.
4. List five words that represent your brand.
5. List three messages that your brand needs to communicate.
6. If your customers get only one message about your brand, what do you want it to be? This is the Value Proposition of your company.

​Brand Parameters:
Please indicate below where on the line your brand image would fall between the two opposing characteristics.
Feminine ______________________X ___________________________ Masculine
Simple _______________________X________________________ Intricate
Grey __________________________X_______________________ Colorful
Conservative _________________________________________________ Extravagant
Approachable _________________________________________________ Authoritative
Necessity _________________________________________________ Luxury
Fun _________________________________________________ Serious
Professional _________________________________________________ Casual
Modern _________________________________________________ Classic/Traditional
Sporty _________________________________________________ Elegant
Extreme _________________________________________________ Safe
Friendly _________________________________________________ Corporate
 
Brand Attributes:

1. What color(s) best represent your brand?
2. What color(s) would you NOT like to see?
3. What words would you use to describe your brand? When you think of your business, what words come to mind? Be as creative and descriptive as possible.
4. What words do you NOT like to use to describe your brand?
5. What attributes and/or emotions do you want associated with your brand's visual / logo identity?
6. What attributes or emotions would you NOT want associated with your brand / logo ’s identity?
7. What are the three things that you would like your target audience to think of when they see your new brand logo / identity?

 
Abstract Values:

1. If your brand was a person, how would you describe it to a friend?
2. How would you describe its style?
3. What other brands would be its friends?
4. Where would it hang out?
5. What actor/actress would be perfect to play your brand? Why?
6. What kind of car would it be? Why?
7. What animal would represent your brand? Why?

​Which one of these four logo formats do you believe represents your brand? Please select one.
 
Logotype - Includes your company's name in a stylized typeface and/or company initials in a simple shape. Examples are:

​Pictorial Mark - A pictorial mark includes literal or representative imagery to symbolize your brand.

​Abstract Mark - Features abstract shapes and symbols to convey an idea or attributes.

​Emblem or Enclosure - Features the name or initials of the company usually as part of a pictorial element or shape.

​​Which one of these five logo styles do you believe represents your brand? Please select one.
 
Web 2.0 - Common elements include: vibrant colors, subtle 3D feel, bold type, color transitions, shadows, gloss and reflection.

​Contemporary - Common elements include: fresh colors, stylized imagery and clean type.

​Classic - Common elements include: timeless colors, literal imagery and traditional type.

​Detailed/Stylized - Common elements include: detail, textures, flowing lines and distinctive type.

Complex Illustration - A hand drawn feel depicting a scene or character.

​What styles of fonts do you believe represent your brand?

1. Do you have any other suggestions or ideas that would be helpful for our team when developing the graphic representation of your brand / logo?
2. Any restrictions to consider regarding the new logo design?
3. Provide the Name exactly as you wish it to be used in your logo.
4. Please provide the tagline or slogan (If any).
5. Do you want to incorporate your tagline or slogan with the logo? Yes, No
6. When you think of your business what visual images / styles pop into your head first? Be as detailed as you can.
7. Tell us 3 (or 5) logos that you really admire? Please paste in the URLs to them or email them to us. Please provide an explanation as to why they appeal to you. This for general understanding of your choice hence the logos you share need not be on same business you are in.
8. What are the 3 (or 5) logos that you dislike? Please paste in the URLs to them or email them to us. Please provide an explanation as to why they do not appeal to you. This for general understanding of your choice hence the logos you share need not be on same business you are in.
9. What do you want your new logo to communicate about your product/services? In other words, what attributes of your business would you like the logo to reflect? 
10. What feeling or message do you want your logo to convey to those who view it?
11. What are the three things that you would like your target audience to think of when they see your new logo or brand identity?
12. What brand image do you most want to project to your prospective customers/visitors? Examples, high tech, fanciful, elegant, or anything else
13. When you think about a logo for your business what images come to mind?
14. Are there any specific things / elements that you would like to see included in your logo design?
15. Do you have any particular point of emphasis you want to see in the design?
16. Do you have any pre-conceived ideas about the design of your logo?
17. Are there any images or concepts you DO NOT want to see in your logo? Such as mention if you don't want to see a 'swoosh' or 'globe' or ‘female representation’ or anything else' included in the logo.

 
Understanding the old logo/ brand:

1. What about the old brand do you like?
2. What about the old brand do you dislike?
3. What words describe how you feel when you look at your old brand?
4. Why does the old logo / identity use the existing colors, fonts, etc.?

---

In case of any doubts, please feel free to reach out to Vin: vin@brandhero.in | +919611560780 ​

SUBMIT YOUR RESPONSE