Branding is about SO much more than design. Yet, sometimes we think that the process of creating a memorable brand should be JUST about the visuals. What colors? What fonts? What vibe?
In order to create a truly remarkable brand that can represent (and grow with) your business for years to come, you need to dive deeper. If you have a pretty logo with no purpose or depth behind it, then that’s all you have - a pretty logo. That’s why in my process for design both brands and websites, I utilize a questionnaire I’ve been developing and refining since starting my business. I call this lovely form the “Brand Strategy Questionnaire”. All my clients receive this form upon booking with Speak Social and are required to complete it before our project start date.
The questionnaire currently has over 35 questions designed to help you (as the business owner) and me (as the designer) understand the WHY behind your brand. I always get positive feedback that it helps my clients think differently and deeper about their brand design. This is the perfect formula to create a remarkable brand that TRULY speaks to your ideal client.
Want a sneak peek into some of the questions I ask? Keep reading!
What problems are you solving for customers? Or, what needs/desires are you meeting?
This is SO important to identify. I take your answer to this question and work through a strategy to figure out the 3 types of problems your ideal customer has. There are 3 problems: external, internal and philosophical.
I’ll use my notes for a current client to demonstrate! The client - Oh Crumbs Bakery - is a bakery in Nashville that specializes in very unique and show-stopping wedding cakes.
External problem: Customer has a wedding/event that they must have a dessert for. This problem is very simple because it’s a necessity. Often times with branding, we stop right here, but we want to speak to the DEEPER problems.
Internal problem: They want the dessert to be memorable, exciting, beautiful, and creative. They also want the process to be fun and easy because hey, they are already super busy planning their wedding.
Philosophical: They want the dessert to be those things SO THAT they can impress guests at their wedding. They want a cake that guests will rave about. These customers might even be frustrated because they have searched and searched and cannot find a cake that is unique and show-stopping enough for them.
Now that you know what the customer wants and their problem. The goal is to position yourself as the guide that they are looking for.
Who is your ideal customer? Who is your secondary ideal customer?
This question is a favorite for me! If you don’t know who your ideal clients are then we don’t know who we are designing for. I ask for two ideal client profiles that cover things such as age, gender, income level, interests, job type, etc. I use your answers to create 2-3 very specific “ideal client profiles.” I give these ideal clients a name, job, family, hobbies, and everything in between. As we design your brand and website, these 2 to 3 people are who we are designing for. Often times, I design for products/services that I’m NOT the ideal client for. I get inside the heads of the people who do care deeply about your products or services so that I can design something they will LOVE!
If your brand were an individual person, how would you describe it?
On this question you choose as many as apply from options such as: energetic, calm, friendly, masterful, resourceful, casual, flirty, formal, luxurious, serious, laid back, funny, chic, warm, adventurous, hip, youthful, cutting edge, and life of the party.
What are two things about the way your brand is presented currently that you want to change the most?
When you hire a designer, chances are you’re looking to make BIG and BOLD improvements in your business. This question helps me as the designer know the major things to focus on when changing your brand. Maybe you think your logo is too childish? Maybe you hate the unprofessionalism of your current website? Maybe you want to start charging more and need a brand that matches your skill set? Or, maybe you’re currently attracting the wrong clients?
Want to see more great questions you should be asking about your brand before you redesign it? Download my FREE brand strategy questionnaire below!