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  • Writer's pictureJill Hartmann

Branding questionnaire

These questions will help you think about establishing a solid brand identity. Once defined, this identity will become central to your branding and communication approach.

1. What is your brand’s story?

How/why was your company started? What’s behind the company name? Which adjectives would you use to describe your brand? Why should customers use you?

2. Who is your ideal customer?

Knowing your ideal customer will help inform brand personality and which media your customers are most likely to use.

3. What is your brand voice?

How would your brand speak if it could? Is it reassuring? Confident? Thoughtful? This will guide the tone of your communication.

4. Who are your competitors?

What do you like and dislike about their brands?

5. What is your unique selling point (USP)?

What does your brand have that no other brand does? This aspect that sets your brand apart should be at the core of your messaging.

6. What is your long-term vision for your brand identity?

You might have a good idea of where your brand is at now, but how do you see it in the future? Will it stay the same or change?

7. If you have a current brand identity, what do you like and dislike about it?

Elements you and your customers like should remain stable over time to build loyalty. What parts of your identity used to work, but don’t anymore?

8. What other brands inspire you?

What logos bring you inspiration? What is it about their branding that you admire? How do those logos relate to the brand that they represent?

9. Which colors do you want to make up your brand design?

Which colors will best communicate the feel of your brand? Speed and urgency might mean using red or orange. Purple or blue might be good to convey calmness and relaxation.

10. What images or quotes inspire you?

Do you have a favorite quote that inspired your brand? What photos inspire you?

Once you've answered these questions, it's time to move to the next step - creative creative brainstorming!

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