3. What does your business/product do?
Remember this is not your corporate 'About' page. Instead, this should be on the lines of your elevator pitch. If you had just 30 seconds to explain your product/services to a customer, what would you say?
4. Is there a unique story behind your business or business name?
People connect through stories. Storytelling is an effective way to create and sell a brand image.
7. Can you describe your ideal customer?
The brand identity should take that into account. Knowing your ideal customer makes your brand highly visible, different, memorable and much loved by your ideal target customer, who is aware of the problem and already looking for a solution that you can solve. If you already have an ideal customer profile, please share. If you haven't thought about it yet, don't worry! I've included the following prompts to help you:
- Name? Age? Gender?
- What industry do they work in? OR do they work at all?
- What are they passionate about in business?
- What does their personal life look like? Where are they located? What is their marital status? Kids?
- What are their hobbies and interests? What are they passionate about in life?
- What are their favorite brands and shops? E.G. magazines, websites, online stores, products, etc
- What are their core values and personal goals?
- Who do they look up to?
- What is one of their biggest struggles in life? At home, work, in general, etc
- A very important final question: What is it their problem that you’re going to provide a solution for?
9. Your aesthetic preferences:
CLEAN/MINIMALISTIC: characterized by spareness and simplicity. It is the opposite of highly-decorative styles and leaving its most basic form (line art) to communicate the message.
FEMININE: usually characterized by details that stereotypically attract female attention such as soft color palettes, florals, and cursive writing.
MASCULINE: stereotypically appealing to men, details in the masculine design may include simple lines, monochromatic theme (black and white) and "rugged" texture.
ILLUSTRATIVE: derived from the interpretation or visual explanation of a text, concept or process and generally has 'raw', hand-drawn look.
LUXURIOUS: evoking the idea of indulging in extra comforts or pleasures additional to the necessary standard of well-being. Often uses the colors black, gold and bronze and minimalist designs.
ORGANIC/NATURAL: generally incorporates natural elements like leaves, flowers and fresh produce and can feel rustic by adding weathered and texturized effects.
TYPOGRAPHIC: the design of the written words to evoke the response in its target audience. The typographic design may incorporate objects, but the text usually conveys the main message.
VINTAGE/RETRO: May incorporate rustic, nostalgic elements to invoke the past.