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Strategic Considerations for Branding

When beginning the brand development process, it’s helpful to identify a few key points of information and to consider the desired public image(s) for your company, organization, or project. Doing so streamlines the branding process and allows us to understand your visual communication goals. Please complete the following questionnaire.

CLIENT NAME

MISSION + ORGANIZATIONAL GOALS

Identify the goals of the company/organization by first stating a mission and/or vision statement and then expanding on that by listing specific long- and short-term goals. For-profit companies—try to get beyond the basics of making money and surviving as a business. Why did you start the company in the first place?

AUDIENCE

Identify the various target audiences of your organization—particular categories of groups that share traits such as non- profit entities, governmental organizations, the media, consumers, parents, farmers, etc.—then go back and list a number of specific examples within each category. These target audiences should be who you want to reach with your organization and its brand—the specific groups who will “buy in” to your organization and access its information, services, etc. Prioritize the categories of audiences as much as possible.

STORY

In the end, we’re trying to communicate your story to an audience in the most efficient and visually appealing way possible. What’s the history behind your company, group, and/or product? What’s appealing about that story in the most fundamental sense? What’s the hook; the human component that should speak most directly to everyone?

MESSAGES + THEMES

Create some short, easy-to-digest messages or themes that capture what your group does and why. Keep them as short as possible and try to cover the gamut of the work you do or product you’re selling. Focus more on big picture, less on day-to- day or task-oriented work. The resulting messages should be idealistic but based in reality.

STYLE DESCRIPTORS

List some words that describe the company/organization, its goals, and how you would like to be perceived by others.

SAMPLE WORK

Find Web sites, publications, logos, and any other visual pieces that you think communicate effectively and have a convincing, strong look. The goal is not to lift styles or ideas, but, instead, to narrow in on what you think works well and why. You know your work better than we ever could—we’re trying to get in your headspace while retaining an outsider’s point of view. Look within your field and outside of it for examples. Likewise, determine visual communication that you think doesn’t work well—how do they fail, in your eyes?

UNIQUENESS + ADVANTAGE

What do the existing brands of others in your field communicate and how do you want to be set apart from them? What’s the best way for you to achieve that—what are your brand’s natural strengths/advantages? How does your organization, project, or product appeal in ways that others in your field do not? Why would someone be compelled to action by you and not a similar entity? List obvious advantages as well as “disadvantages” that may not initially be considered strengths.

COLORS + FORMS

Finally, consider some specific shapes, forms, or images that might provide inspiration to the end logo/branding—flowers, certain animals, circles, etc. Likewise, consider colors or color schemes that you might like to avoid or incorporate.