Company Name
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Contact Name
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First Name
Last Name
1. What is the full name of your company?
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Do you also use an acronym, or is it always the full name?
2. Where did the name of your company come from?
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Does it have any importance or meaning?
3. What does your company do—why do you exist?
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In other words, give me your best elevator pitch.
4. How long has the company been in business?
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When and why did you start the company? How does your past experiences influence the company and how you operate?
5. What are your core values?
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As a business and/or as an individual.
6. What main products and/or services do you offer?
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Provide a brief description of each, list the customer advantages, and explain how it may differ from the competition.
7. Where do you see your business in 5–10 years?
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Example: team expansion, location expansion, additional service/product offerings, etc.
8. What is the company hierarchy?
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What positions do employees hold? How big is your team?
9. Who are your primary and secondary audiences?
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What are their demographics, locations, and interests?
10. What does your ideal customer want or expect from you and your brand?
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Example: good communication, honesty, fair pricing, premium services, etc.
11. How does your customer find out about you?
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Online, word of mouth, advertising, etc.
12. What do you do differently from businesses similar to yours?
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What makes you stand out?
13. Who are your main competitors?
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What are their strengths/weaknesses?
14. Do you have any initial design requests or ideas for the logo/brand?
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Do you have a concept or direction in mind?
15. List 6–10 adjectives to describe your company and brand personality.
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Example: playful, friendly, relaxed, luxurious, sleek, conservative, dynamic, energetic, bold, edgy, helpful, organic, elegant, casual, modern, refined, contemporary, innovative, etc.
16. What logos or brands do you love or hate and why?
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Provide examples to reference and explain what you like or dislike about each. (These do not have to be in your industry.)
17. Is there anything else I should keep in mind when developing the brand?
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Example: do you have a budget or timeline that needs to be met? Are there any colors or fonts that you want to include or stay away from?
18. Other than a logo identity and branding, are there any touchpoints needed to be quoted?
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Example: business package (business cards, letterhead, envelope), social graphics, website or web graphics, newsletter template, print or digital marketing collateral, document templates, signage, etc.
