17 inquiries to kick-start your brand questionnaire

Brand design is on the forefront of a powerful branding core and, these days, there’s an increasing need for businesses to really hone in on creating this. So in the course of the design course of, it’s vital for each the enterprise house owners and designers to ask the appropriate questions to make sure they’re placing their finest foot ahead. Enter the emblem questionnaire.

UFO Burger & Chicken logo design
Fell & Bell dog accessories logo design

With the rise of social media and a number of advertising and marketing channels by means of which customers do their analysis, it’s really easy for the enterprise’ presence to get drowned out amongst the competitors.

The aim of a brand questionnaire

Asking your self the exhausting (however proper!) questions on what you need in a brand design is essential. It permits you to dig deep and take into consideration the core values of your small business, and outline your personal voice that’s distinct from the rivals. Whereas you could have a good suggestion of what your small business will probably be about, particular questions will make it easier to draw out particulars and details about your small business that appear minor, however may maintain the important thing to unlocking your distinctive model id.

Nesie’s restaurant & whisky lounge logo design
Nesie’s restaurant & whisky lounge brand design by cakamura

The brand design temporary questionnaire is particularly designed for that: it’s a listing of questions for enterprise house owners to reply to assist uncover vital points in regards to the enterprise and assist form a powerful brand design.

The brand design temporary questionnaire does this in 3 methods:

1. Create a spotlight level on your branding and id

The brand design questionnaire helps the enterprise proprietor and designer fine-tune the first focus round which the enterprise revolves. By having the enterprise proprietor reply particular questions round basic items such because the enterprise operations and target market, the method will get the dialog began and concepts flowing.

Charlee’s fried chicken logo design
Charlee’s fried hen brand design by EWMDesigns

We’ll present you some pattern questions additional down under to get the method began! Even when not one of the solutions clearly outline the branding but, often the discerning designer will begin to see a standard theme rising from these solutions. And that theme may assist form the core enterprise id—and from there, your brand design.

2. Uncover as many points of the enterprise to form your brand

The brand questionnaire often includes an intensive quantity of questions. However earlier than you get discouraged by this, it’s price remembering that the questions make sure you depart no stones unturned to find the appropriate voice and the appropriate model for your small business brand.

Vintage Airways logo design
Colony Visual Effects logo design

Even for essentially the most insightful enterprise proprietor who is aware of what their enterprise will feel and look like, there could also be one or two forgotten issues about their story that would truly be the important thing to unlocking that efficient brand design. The precise questions in a brand design temporary questionnaire will pull all the pieces out within the open so you have got as many puzzle items as attainable to construct the proper brand.

3. Create a cohesive enterprise model

Consider the emblem questionnaire as an efficient fact-finding machine. By culling as a lot data as attainable early on in your branding journey, you should have all—if not, most—of the instruments able to sort out the following section of your small business branding.

Pete’s Barber Parlor logo design
Pete’s Barber Parlor brand design by DSKY

Take this case for example: a small bakery proprietor desires to improve from an online-only operation to a bodily store. When the time involves determine on the store’s inside decor, he refers again to his brand questionnaire to be reminded that it was his grandmother who first taught him easy methods to bake. This compels him to recreate the inside of his grandmother’s kitchen in his new bakery.

Answering as many questions within the brand questionnaire kind as attainable can assist set you up for achievement early on, and higher put together you for nicely past the emblem design section.

Essential issues to consider on your brand questionnaire

The enterprise story

Together with questions across the story of the enterprise will assist uncover helpful key phrases that can inform the place your brand design may go, stylistically. Embrace questions that encourage you to dig deep into the origin of the enterprise, together with when or the place the enterprise thought was first conceived, why you determined to enter this enterprise or trade within the first place, and the vital milestones the enterprise has seen up to now.

elephant meets note taking app
Brand design through note-taking app Evernote

Take the story of the Evernote brand for example: as a note-taking app whose core perform is to assist customers retain and memorize data, the emblem options the top of an elephant because it’s lengthy believed that elephants have an incredible reminiscence. By conjuring up the frequent phrase ‘an elephant by no means forgets’, Evernote guarantees its customers that they will depend on the app to recollect vital issues of their lives.

Black Rooster Co. logo design
Accident Law logo design

The extra particulars you may dig up in regards to the enterprise and its journey up to now, the higher outfitted you’ll be in crafting that good brand design.

Instance questions

What’s the nature of your small business? What do you supply?

What are your small business values, imaginative and prescient and mission?

Inform us the story behind your small business—how did you land with that concept come about and what was the inspiration behind it?

Target market

Figuring out the enterprise’s target market is one other sure-fire option to discover that good brand design. By narrowing down the demographics of the enterprise by means of an efficient set of questions, you’ll have the ability to make higher choices in regards to the types and components your brand ought to function.

t shirt design for 100% plant-based brand Ting's Jackfruit
Ting’s Jackfruit brand design by Anastasia S.

It’s price serious about creating enterprise buyer personas, so chances are you’ll higher determine the desires, likes and dislikes of your target market.  The extra , the higher you may join with them.

Instance questions

Who’s your target market?

What are their likes?

What are their dislikes?

How do you join together with your target market?

Model colours, fonts and normal model

Figuring out the design and magnificence preferences for the enterprise is the logical subsequent step in narrowing down that good brand design. Your brand questionnaire ought to dig deep into the visuals of the enterprise, together with colours, font model and even particular components that talk to the enterprise (eg. spherical form, text-focused design).

chrome watermark logo design for Lilu
Watermark brand design by 3whales studio

Take into account the alternatives of every aspect—are you basing your determination across the model colours by yourself private preferences or primarily based on what makes essentially the most sense on your model?

You need to be researching colours to see what they symbolize, in case your audiences would connect with them and what different manufacturers are utilizing them. If in case you have not already completed so, begin creating a model model information together with your designer to ascertain a set of tips that outline your small business’ artistic model.

Instance questions

Given it’s mission, values and choices, which colours finest fit your model?

Which font(s) would you think about on your model?

Describe your model’s aesthetic, be that in a number of phrases or a phrase.

Your rivals

Whereas it may be daunting to consider the enterprise’ competitors, it’s vital to know what they appear like and supply so you may see the place your small business suits in.

Noble Quest logo design
T-Shirt Elephant logo design

Does it do one thing much like what they’re, however extra effectively or cheaper? Does it supply additional providers or merchandise? How a lot overlap is there together with your audiences? The extra you may pinpoint and perceive, the simpler you’ll discover it to hone in on a novel, genuine voice and visible id—together with the proper brand.

Instance questions

Who’re your three prime rivals?

Title a minimum of one factor you want and dislike in regards to the visible identities of every one; assume colours, brand, imagery, font and their general aesthetic.

The place do you see your self positioned compared to these rivals? What do you do in another way?


Right Temp heating & cooling logo design
Proper Temp heating & cooling brand design by Freshinnet

Whereas we are able to’t predict the long run, there are some issues to think about when creating a brand design–amongst them is whether or not the enterprise would possibly enterprise into different providers or broaden on product choices. Contemplating these will guarantee the emblem design isn’t tied to at least one model that could be outdated when the growth occurs.

Instance questions

The place do you see your small business in 5 years’ time? What’s modified? 

What’s the ideally suited subsequent step/section for your small business?

Further query concepts on your brand questionnaire

Whereas the above direct questions are sometimes sufficient to drag out the important thing data on your brand creation, there are various strategies to get concepts flowing, comparable to:

Choosing one or the opposite

Choose one or the opposite from a listing of opposites. This checklist might be opposing personalities, traits or aesthetics. The concept is that you just select whichever possibility feels essentially the most in sync together with your model and, if you take all of your solutions collectively, can present an incredible springboard on your designer from throughout their artistic course of. See under for an instance of easy methods to sort out this:

I see my model as extra:

  • Summary/practical
  • Cursive/block letters
  • Illustrative/photographic
  • Basic/fashionable
  • Mature/youthful
  • Playful/refined
  • Luxurious/city
  • Natural/geometric

Describe your small business/model to a good friend

Together with a immediate in your brand questionnaire to explain your small business to a good friend could be an efficient brainstorming trick: it will probably make it easier to phrase vital data on your brand design you may not have considered in any other case.

 White Willow Design logo design
White Willow Design brand design by RotRed

Whereas the usual questions of a brand questionnaire could also be sufficient to encourage you to inform your small business story, generally the sure framing of questions can hinder you from considering outdoors the field. By eradicating the constraints and offering the ‘protected area’ of a good friend, you possibly can be extra inclined to share particulars of your small business that you could be not consider in any other case, and discover the gems amongst these particulars to craft your future brand.


Legend Builders logo design
Legend Builders brand design by Dusan Klepic

One other nice merchandise so as to add to your brand questionnaire merchandise is a moodboard. That is the place you add all the photographs, pictures or illustrations that someway resonate with the imaginative and prescient for your small business. You would embrace mottos, fonts or mascots you see from different manufacturers that would work. You would embrace particular campaigns or model identities from different companies and level out what you want about them. You would embrace the work of various artists, stylists or photographers who seize a sure environment or aesthetic and determine what it’s about their work you’d wish to seize on your model.

Whether or not it’s a set of inspiring imagery or just naming different corporations most much like yours, this may kind the cornerstone of your small business model and brand design.

To sum all of it up…

The brand questionnaire is the lynchpin of your small business’ good brand design. It offers a strong begin to your branding and id by doing it in 3 methods: it helps you keep centered on what your small business is about, uncovers particular points by delving deep into your small business targets and ensures your brand stands the check of time. By asking all the appropriate questions early on in your small business journey, you’ll unlock a seamless artistic course of to the appropriate brand design.

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