Updated: Nov 28
We all want to excel at something! A good brand brings us a sense of security, a larger number of customers, and we can also charge a fairer price. In this blog, we write 14 important questions that we always ask our clients before creating a brand.
1. Who is your ideal customer?
Do you believe that we can actually choose all of our clients 95% of the time? Yes it is true! Think of a person who might like your product and who would also like you. How old is he, what is his gender, where does he go, where does he live, etc. Later, you simply direct marketing campaigns to the places where he moves. Determine what your buyer personas value from a brand. Are they looking for cost savings or the highest quality? Do they want deep relationships with their vendors or convenience? By understanding the pain points and priorities of your ideal buyer, you can articulate a relevant identity.
2.What problems does your company solve?
Customers don't come to you if they don't have a problem. What could be your potential customer's point of concern? What could you do to make his life easier?
Your brand identity should immediately communicate how you solve these problems. Do you offer peace of mind? Workplace efficiency? The most convenient delivery of office supplies? Regardless of how your brand relates to your customers, problem-solving skills should be at the core of your brand identity.
3.Who are your main competitors?
Competitive analysis can be the first step towards developing any marketing strategy. Brand identity is no exception. The brand hours you can get from your competitors can vary greatly depending on your industry and level of competition.
Your competitors could be textbook examples of a poorly defined brand identity. They may have little or no unity of voice in digital media and the logo is not original. Maybe they have a great brand identity that's memorable, unique, and incredibly simple . Regardless of where your competitors stand, use their status as a starting point to create an objectively better brand identity.
4.What makes you special?
What does your brand offer that your competitors can't? Perhaps more importantly, how could you communicate this in your brand identity? It is a long and continuous process. You have to constantly prove to your customers that you can stand out from the others and that it matches the niche of your brand!
For example, if you had a fresh vegetable store, you cannot compare prices with regular stores, because you should always have fresh vegetables, etc.
5.Why do customers trust you?
Conducting customer interviews or talking to your sales team can be an important tool for learning why customers ultimately choose your company. A factor that leads to potential trust and customer conversions can provide important clues to your brand identity. Your company's unique trust factor could be:
Use this "trust factor" as an important tool to determine why your brand is different and create a compelling brand identity.
6.What is your "Story"?
Brand stories are an important component of branding. This includes both your literal history - such as how and why you were founded - and the story of what role you play in your customer's life. It could be short, simple and catchy, which you could tell over and over again!:)
Your brand story should ultimately become your customer's hero. You may be able to make them more effective at their workplace so that they get a lot of compliments from their boss. Maybe your mortgage products will help them buy their first home and start a family. This story can be an important basis for your brand identity and marketing content.
7. What are 5 words that describe you?
An important exercise in defining your brand identity can be to develop a list of five adjectives that describe your brand's personality, look and voice.
What motivated your manager to create his company? How is your company different? By researching the values that work in your company, you can begin to create a list of descriptive words.
8. If you already have a company, what could be wrong with this identity?
Regardless of whether your organization has made efforts to define a brand identity in the past, you still have your own identity. It may not be uniform or well-defined, but you have some form of identity.
If your company is considering rebranding or rebranding, it may be important to consider why you are undertaking this effort. Is your existing brand so poorly defined that it almost doesn't exist? Or do you want your company's "DNA" to be simply more effective? Which one?
9.How does your logo match the brand? (if any)
Your company logo is one of the most important aspects of your visual brand identity. Your logo is one of the few originals of your visual identity, and an effective logo can create a lasting impression. An effective logo design is:
Original: Contains some visual element, such as a color combination or design elements, that no other company has.
Timeless: Avoid incorporating trendy design concepts to ensure your logo ages well over time.
Customizable: The logo should go from a thumbnail to a much larger one. It should also translate well in both print and digital formats.
Memorable: Although "memorable" can be a difficult concept to try, your logo should leave a lasting impression.
Relevance: Your logo should be clearly related to your industry or products and services.
10. Which font would you like to use?
Typography is much more than "just" letters. It can give energy, fun, humor, traditionality and more. Like colors, people associated emotions and adjectives with fonts. Common fund associations include:
Serif fonts including Times New Roman, Georgia and Garamond: authoritative, traditional, respected
Sans Serif fonts including Helvetica, Arial and Verdana: modern, clean, stable
Tile jade fonts including Rockwell, Courier and Museo: bold, strong, modern
Script fonts including Lobster, Lucida and Brush Script: elegant, friendly, creative
Modern fonts including Politica, Eurostyle and Matchbook: fashionable, stylish, exclusive
Most brands list three or four fonts in their visual guidelines. This often includes a main and supporting font. By choosing typography from the category that best matches your brand values, you'll get the right message across to your target customers.
11.What colors would you like to use?
People associate colors with emotions. Your brand's main colors and supporting colors are an important component of your visual identity. By choosing colors that are related to your brand values, you can immediately communicate your company's mission.
Common color associations include:
Blue: integrity, trust, calmness, loyalty, intelligence
Green: money, growth, freshness, environmental friendliness
Yellow: happiness, originality, energy
Purple: royalty, spirituality, luxury
Pink: femininity, compassion, playfulness
Red: power, strength, passion
Orange: courage, originality, success
White: purity, cleanliness, freshness
Black: elegance, drama, strength
For global brands, it is important to consider that the meanings of colors can vary from culture to culture.
12. What is your budget?
No one usually likes to talk about money. This is a sensitive topic for everyone. But if you want to create a good brand and identity, you also have to take into account the amount you are willing to spend. A brand is definitely not just a logo and a website. It is much more and starts with you! You must first report what you yourself want, then inform your workers about it, so that they too can convey it and also invest in the workers. If there is a happy worker, there is also a happy customer and everything goes smoothly. But all this comes at a cost.
13.Which website and with which add-ons do you want?
Nowadays, a website is also one of the most important business cards. It should be fast enough, easy to find and simple. You should think about what language you want, whether you also want a chat box or an e-shop. Do you want to send invoices to customers or can they pay with a bank link, etc. If you have a favorite page, you can certainly publish this page to the developer, then it will be easier for the developer to understand which page you want.
14. Where do you want to reach with your company?
We are all special - with our own goals and we all have our own goals. For some, just being a fiena is enough, some want to become the owner of a big company. It's all great! But who would you like to become? The identity of your brand depends a lot on it. You can't always conquer the world with the colors or slogans of your hometown and vice versa! If you want to act big right from the start, you could also shape your identity in this way. At the same time, some want a small company at first and only later dream big - then the brand can also be adapted!
If you have thought through these questions yourself, it will be easier to work with designers and developers and you will be able to better map your wishes and goals. :)