Design and Branding Intake Form

BUSINESS INFORMATION

Business Name*

Business Address*

Brand Values

What Is Your Company mission statement:

This is a sentence or two that explains your company’s goals. It should also weave in some information about what your organization is and why it exists.

Product/services positioning statement:

This is like your company mission statement, only more specific to your offerings. Here’s Volvo’s for an example:
“For upscale American families, Volvo is the family automobile that offers maximum safety.”

Benefit of your product/service:

Does it save your customers money? Does it help them increase ROI? Think about how exactly you’re helping your target audience.

Five words that represent your brand:

Think about your brand’s personality. How would you describe it?

Three messages your brand needs to communicate:

Why does your brand matter? These messages should be relevant to your target audience.

Value proposition:

How do you solve your customers’ problems? This should summarize why someone should buy your product or invest in your services.

Brand Attributes

How does your brand’s image fall between these opposing characteristics?

Masculine/Feminine
Simple/Intricate
Grey/Colorful
Conservative/Extravagant
Approachable/Authoritative
Necessity/Luxury
Fun/Serious
Professional/Casual
Modern/Classic
Sporty/Elegant
Extreme/Safe

What colors represent your brand?

What colors would you not like to see?

What words would you use to describe your brand’s image?

What words would you not want used to describe your brand’s image?

What attributes and/or emotions do you want associated with your brand?

What attributes and/or emotions would you not want associated with your brand?

Abstract Values

How would you describe your brand to a friend?

How would you describe its style?

What other brands would be its friends?

Age? Gender?

What actor/actress would be perfect to play your brand? Why?

What kind of car would your brand be?

What animal would represent your brand?

DESIGN

Which one of these logo formats do you believe best represents your brand?

Logotype

This format includes your company’s name in stylized typeface and/or your company initials in a simple shape.

Pictorial Mark

This mark includes literal or representative imagery to symbolize your brand.

Abstract Mark

This format includes abstract shapes and symbols that convey a specific idea or attribute. These types of logos are very unique and identifiable often without the company name.