Client Questionnaire

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A strong brand can be so much more than logos, words and images. It can tell a story that becomes an intrinsic part of your audience’s culture and identity. A good story is one that is specific. It doesn’t settle for generalities, but rather aims for truth based on the holistic understanding of the context, history, intent and symbolism — and the input of its stakeholders provide for the story to be complete, accurate and even great. Brands that emerge with such energized collaboration are richer for the effort.

1. What is your mission statement? What is your positioning statement? What is your vision statement?

2. What are the objectives of the branding and communication? Have you done a brand audit? Why do you need to differentiate yourself? What is at stake? How will success be measured?

3. Who is the target audience and why? Have you outlined “personas” that define your audience’s significant traits?

4. What is the major preconceived notion or stereotype that needs to be confronted about your industry and your organization? Why might the target audience hesitate to support you? Please provide five “Did You Know?” statements about the marketplace that you serve. Please provide five eye-opening “Did You Know?” statements about your organization.

5. What is the key insight that will give us the best potential for your company/organization to be distinct and memorable? That is, what makes you truly different and why should people care about that difference and trust you?

6. Based on this, how will you authentically fulfill your brand promise and foster a sustainable competitive advantage? This should be the basis for your company culture… and Form Follows Culture.

7. Who are your company’s/organization’s major competitors for audience or financial support? Please provide their web site URLs. Who do you aspire to compete with or be compared to? Please provide their URLs. How do your brand components compare to the competitors’ today? You must be able to answer positively that your brand design is both remarkable AND trademarkable!