When working with my clients on a brand design, I always start by sending them a branding questionnaire. The questionnaire is designed to help us get to the heart of their business and vision for their brand. Here is a look at just three of the questions that help us create unique, purposeful brands.

1.      Who is your ideal client?

In order for your branding to be effective, you need to know you’re trying to reach. Who are your clients? What do they value? Understanding your clients is a big part of the brand design process so it’s important to know who your clients are and/or who you want them to be. It can also be helpful to identify who isn’t your ideal client. If you’re getting inquiries that aren’t panning out or aren’t the right fit, this can be really telling.

For example, my ideal client for Laura Anne Creative is a small business owner looking for affordable, custom brand design. They are ready to invest in their business and want a unique brand that looks and feels like them. They’re typically a female who is either launching their business for the first time, or ready to revamp and rebrand their business now that they’ve grown. My ideal client is not someone looking for a quick, cheap logo template that could look like 100 other business’s brands. My ideal client sees the value in custom brand design and likes the design style in my portfolio.

By knowing who you want your clients to be, you can better create a brand that will attract those ideal clients.

2.      What sets you apart from the competition?

What’s unique about your business? What can you clients get from your products or services that they can’t from another business?

Here’s an example from my own business. As a graphic designer, I have the same basic skillset as many other designers out there and we all offer branding and website design services so how I had to ask myself how I set myself apart? What makes Laura Anne Creative different from other design studios is this: While I offer preset branding packages like many others, I also offer a la carte branding items so my clients can pick and choose what they need or what their budget allows for. I will design a single logo or a full-on brand with multiple logos, patterns, and custom color palettes. I give my clients the flexibility to choose the best fit for their business and budget.

It’s important to know when sets you apart when developing your brand identity.

3.      How would you describe yourself/your business in three words?

I always ask my clients this question in my branding questionnaire before we begin developing their brand. I love this question because it forces my clients to focus in and narrow down on what they want their business should feel like. A business can’t be everything to everyone and either can a brand. It’s important to identify the core characteristics of your unique business that you want to have shine through the branding. Maybe you want your brand to be happy, inviting, and professional or maybe you want it to be feminine, sophisticated, and trustworthy.

Take time to consider what your three words are before creating your branding.