Please include any information about your current identity and its original symbolism and audience.
What is the internal approval process for this project?
What is the consumers’ perception or opinion of your product or service? Are initial impressions generally positive? Negative? Indifferent? Are there pre-conceived notions to be overcome?
Your clients don't start looking for your business/organization because their lives are perfect. Chances are, you offer a product or service that will solve a problem. Maybe you offer personal finance software and they're tired of over-drafting their bank account. Perhaps you do compliance training and they're worried about regulatory requirement related fines. Your clients need you because of an existing pain point or problem. Your brand identity should instantly communicate how you solve these problems.
Brand personality is defined as a "human set of characteristics" that are connected to a brand. Brands with a strong, well-defined personality instantly win some likeability points because clients are able to relate to them on a personal level. When you are in the beginning stages of defining your personality, it may be helpful to think in terms of archetypes. Some household brands and associated personality archetypes could include:
• Apple: Rebel
• REI: Outdoors-lover
• Whole Foods: Eco/health conscious
Please list at least 5 descriptive phrases or adjectives:
Competitive analysis can be a helpful first step towards developing any marketing strategy. Brand identity is no exception. The branding lessons you can glean from your competitors can vary significantly according to your industry and the level of competition you're facing.
What does your brand offer that your competitors can't? Perhaps more importantly, how can you communicate this in your brand identity?
When your most satisfied clients communicate with your team, what do they have to say? Listening to the interactions of satisfied clients can reveal a wealth of information about how you make your clients feel. The most frequent positive emotion your clients associate with your company is critical information for building a brand identity. Use this emotion to select visual identity aspects. Do they express:
• Relief?
• Inspiration?
A brand promise is a value or experience a company's customers can expect to receive every single time they interact with that company.
What are the words and terminology your clients use to describe your industry, products, or services? There's a good chance they don't head to Google to search for "enterprise productivity solutions." Chances are, they're looking for "startup apps," or "time-tracking apps." Keyword research can be a critical step towards defining your language. And tapping into your target market's vernacular.
Tag line is a catchphrase or slogan, which helps describe your brand promise.
colors, symbols, images, clichés, etc.
Example: We need to appeal to the mainstream, with no political affiliation for any party.
