Brand Brief Questionnaire

Contact Information

Business Information

1. What do you do?

A brief explanation of what your business does, and who you do it for. Be as specific as you can;

As a suggestion, can you frame what you do in the following sentence?

We do ________ (the thing you do) for _________ (your target customer)

2. Where are your customers based?

Where are you based? Where are your customers based? Are there areas/regions/countries where you don’t operate at the moment, but you’d like to in the future? Any future location you might want to target?

3. How are you seen (or how do you want to be seen) in the market place?

Use bullet points if you wish, and be as objective as possible.
How are you seen at present?
If you ranked your competitors in order of best to worst, where would you put yourselves?
Where do you think your target customers would put you, based on your current brand and reputation?
Is your brand in line with where you want to be on that list?

4. Where do you want to go? How do you want to see your brand in Q-1?

What are the goals for the business in Q-1, and how will you achieve them?
For example:

What are your growth targets for the Q-1?
Will this be achieved by attracting new customers or re-engaging old customers?
Or you planning to sell something new?
Are you looking forward to adopt new method to generate business?
Do you need to adopt a new method of marketing/tools to achieve your goals?

5. What’s the personality of your company?

Again, use bullet points if you want to, and try to put yourself in your customer’s shoes.

What image do you have at the moment, do you think?
What’s the image you want the business to portray?
What are the colors that represent your brand?
Is your brand product focused or emotion focused?
How does your brand communicate with their customers?
How does your brand communicate in a contingency?
What sets you apart from your competitors?
Are you friendly and approachable? Professional and efficient? Big or small?

6. Who are your competitors?

Give us a list of maybe 3-6 competitors…
The name of the competitor company and their website address would be useful.
Tell us in a couple of sentences what they’re like, and how you compare to them.

Branding Objectives

7. What are your primary objective’s (KPIs) for the Q1? Is there any notable activity taking place in Q1? Is there any massive discount/deal for Q1?

Does brand require a completely fresh approach to their brand feel?

How does this branding activity help that happen? Where do you want to be at the end of the quarter to set you up to achieve those big goals?

8. Who’s the target audience and what do we need to focus on? How are we going to Re-target them? Is there a plan to build customer loyalty?

We want to establish who your perfect customer is.

There may be a few types, but the more specific we can be, the better, so try and be as detailed as possible. Your description could include typical age, gender, background etc.

9. What does the brand need to be used on, and what other issues do we need to consider?

Tell us what you need the brand to be used on, so we can keep this in mind during the creative process. If the brand needs to be used on something very large (like a billboard or signage) or something very small (like a pen), this needs to be taken into account.

10. What are the budgets of the brand for Q1? Any collateral activity which will be taking place in Q1?

What are the maximum paid advertisement budget scope for Q1?
What are the maximum PR budget scope for Q1?
Any plans for fresh Photography/Digital Video Commercial production?

Conclusion

11. Deadlines

Clarify any deadlines that must be met. Please outline the key dates.

12. Deliverables

Please state the expectations from the agency in bullet forms.

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