To develop a business’s visual brand and design directive, marketers typically ask questions that uncover its core identity, target audience, and market position.
The goal is to translate abstract concepts into concrete visual elements. Here are some common questions a marketer will ask when working on a brand identity.
Learning About Brand Identity and Values
We start by understanding the business’s fundamental identity.
- Who are you (and more importantly, who do you want to be in 5 years time)? What’s your mission and what are the core values that drive your business?
- What’s your story? How did the business get started and what makes it unique?
- What feelings or emotions do you want your brand to evoke? Think about words like trustworthy, innovative, playful, or luxurious.
- What are your non-negotiables? Are there any colors, symbols, or ideas that are absolutely off-limits?
Questions that Uncover Who Your Target Audience and Market Includes
Next, marketers focus on who the brand is trying to reach and where it fits in the market.
- Who is your ideal customer (and more importantly, who will be your ideal customer in 5 years time)? Describe them in detail—their age, interests, lifestyle, and what they value.
- What problems do you solve for them? How does your product or service make their lives better?
- Who are your main competitors? What do you like and dislike about their visual branding?
- How do you want to stand out from the competition? What will make your brand instantly recognizable and different?
Information that Uncovers the Visual and Functional Preferences of the Business Leadership
Finally, get specific about visual preferences and practical applications.
- Do you have any existing visuals, like a logo or specific colors, that you want to keep or build upon?
- What are some examples of brands you admire visually? They don’t have to be in the same industry.
- Where will the visual branding be used? Consider things like a website, social media, product packaging, business cards, or storefront signage.
- Are there any specific design styles you’re drawn to? For example, minimalist, retro, modern, or handcrafted.
In sum, going over these questions will allow your brand to be defined for all creative decisions, ensuring consistency and purpose in a brand’s visual identity. Establishing clear guidelines for everything from a logo to website layouts helps maintain a cohesive brand experience across all platforms. This strategic consistency not only builds trust and recognition with the audience but also streamlines the design process, preventing off-brand choices that could confuse customers and dilute the brand’s message. Ultimately, ensuring that every design element is a deliberate choice that supports the brand’s core values and business goals make the brand memorable and effective.