branding first interview and briefing questions

Background and Goals

What is the company's background and history?

What are the company's mission and values?

What are the main goals and objectives for the brand?

What is the desired consumer response to the brand?

What is the target market for the brand?

What is the desired positioning of the brand in the market?

What are the current customer perceptions of the brand?

What unique value does the brand offer?

What competitive advantages does the brand have?

What are the key differentiators of the brand?

What unique selling points should be highlighted?

What is the brand’s current level of awareness?

What is the current message or value proposition of the brand?

What are the current brand guidelines?

What are the main brand elements that need to be retained?

What are the current visual elements of the brand?

What are the current tag lines, slogans, or catch phrases for the brand?

What are the current brand colors?

What is the current logo type or design?

What is the current tone or voice of the brand?

What is the current messaging platform or strategy?

What are the current brand values?

What is the current target audience?

What are the current customer personas?

What are the current competitive brands?

What are the current competitive landscapes?

Target Audience

Who is the ideal target audience for the brand?

Identify the specific demographic characteristics of the ideal target audience.
Consider factors such as age, gender, location, and occupation.

What are their demographics (age, gender, location, etc.)?

What are their psychographics (interests, values, lifestyle)?

Explore the target audience's interests, values, and lifestyle choices.
Consider their hobbies, preferences, and beliefs.

Are there any specific segments within the target audience?

Identify and define any distinct subgroups within the target audience.
Segmentation can be based on factors such as age, income level, or behavior.

What are the current perceptions and attitudes of the target audience towards the brand?

Evaluate the target audience's existing opinions and attitudes towards the brand.
Consider conducting surveys or interviews to gather this information.

How familiar are they with the brand?

Assess the level of brand awareness among the target audience.
Determine if they are aware of the brand and its offerings.

How do they use the products or services provided by the brand?

Understand how the target audience utilizes the products or services offered by the brand.
Identify their usage patterns and behaviors.

How do they feel about competing brands?

Determine the target audience's perceptions and attitudes towards competing brands.
Identify their preferences and any existing brand loyalties.

What are their unmet needs and goals?

Identify any unfulfilled needs or desires of the target audience.
Understand their goals and aspirations.

What type of messaging resonates best with the target audience?

Determine the messaging style and tone that resonates most effectively with the target audience.
Consider their communication preferences and values.

What channels do they use to interact with the brand?

Identify the communication channels that the target audience prefers to use when interacting with the brand.
Consider social media platforms, websites, or offline channels.

How can the brand better understand the target audience?

Explore additional research methods or tools that the brand can utilize to gain a deeper understanding of the target audience.
Consider surveys, focus groups, or market research reports.

Competitor Analysis

Who are the main competitors in the industry?

Compile a list of the top competitors in the industry.
Research industry reports and market analysis to identify key competitors.
Check online directories and listings for competitors in the industry.

What are their strengths and weaknesses?

Analyze the competitors' websites, social media profiles, and marketing materials to identify their strengths.
Look for customer reviews, testimonials, and online discussions to identify weaknesses.
Conduct surveys or interviews with customers to gather insights on competitors' strengths and weaknesses.

How does the brand differentiate itself from competitors?

Identify the unique selling points and value propositions of the brand.
Compare the brand's product or service offerings with those of the competitors.
Analyze the brand's marketing messaging and positioning to understand how it sets itself apart.

What strategies are the competitors using to reach their target audiences?

Research the competitors' marketing campaigns, advertising channels, and media placements.
Analyze competitors' social media presence, content marketing, and influencer partnerships.
Identify any partnerships or collaborations the competitors have with other brands or organizations.

How is the brand’s pricing compared to the competitors?

Compare the brand's pricing structure with that of the competitors.
Analyze the value proposition and perceived quality of the brand's products or services in relation to the pricing.
Consider any pricing promotions or discounts offered by the competitors.

What type of advertising campaigns are the competitors using?

Research the competitors' advertising channels, such as TV, radio, print, online, and outdoor.
Analyze the messaging, visuals, and target audience of the competitors' advertising campaigns.
Look for any recurring themes or strategies in the competitors' advertising efforts.

What sort of customer feedback have the competitors received?

Search for customer reviews, ratings, and testimonials about the competitors' products or services.
Analyze social media comments, online forums, and customer feedback platforms for insights on competitors' customer satisfaction.
Consider any awards, certifications, or recognition the competitors have received.

How is the brand’s customer service compared to the competitors?

Evaluate the brand's customer service policies, response times, and communication channels.
Research customer reviews and feedback to compare the brand's customer service with that of the competitors.
Consider any customer service initiatives or programs implemented by the competitors.

What type of content are the competitors creating?

Analyze the competitors' website content, blog posts, articles, and whitepapers.
Research the competitors' social media posts, videos, podcasts, and webinars.
Look for any thought leadership or educational content produced by the competitors.

What type of social media campaigns are the competitors running?

Monitor the competitors' social media profiles for ongoing campaigns and promotions.
Analyze the content, messaging, and engagement levels of the competitors' social media campaigns.
Identify any influencers or brand ambassadors the competitors are collaborating with.

How are the competitors engaging with their target audiences?

Research the competitors' social media interactions, comments, and direct messages.
Analyze the competitors' customer engagement initiatives, such as contests, giveaways, and surveys.
Identify any community-building efforts or customer loyalty programs implemented by the competitors.

Brand Identity and Personality

What are the key attributes and characteristics of the brand?

List the specific qualities and features that define the brand.
Identify the unique selling points and strengths of the brand.
Highlight any distinct characteristics that set the brand apart from others in the market.

How would you describe the brand's personality?

Provide adjectives or descriptive words that capture the brand's personality.
Consider the tone, style, and overall impression the brand aims to convey.
Describe how the brand interacts with its audience and the emotions it evokes.

Are there any specific visual or verbal elements associated with the brand?

List any specific visual elements associated with the brand.
List any specific verbal elements associated with the brand.

What are the core values of the brand?

Identify the fundamental guiding principles and beliefs of the brand.
Consider the brand's ethical stance, social responsibility, and commitment to customers.
Highlight any values that drive decision-making and shape the brand's actions.

How does the brand differentiate itself from its competitors?

Explain the unique selling propositions that set the brand apart from competitors.
Identify the key factors that make the brand stand out in the market.
Highlight any advantages or benefits that customers can only find with this brand.

What is the brand's mission statement?

Provide a clear and concise statement that outlines the brand's purpose and reason for existence.
Express the brand's overall goal and what it aims to achieve in the long term.
Ensure the mission statement aligns with the brand's values and objectives.

What adjectives should be used to describe the brand?

List descriptive words that accurately reflect the brand's character and qualities.
Consider the emotions and perceptions the brand wants to evoke in its audience.
Choose adjectives that align with the brand's personality and positioning.

What imagery will be used to represent the brand?

Specify the visual elements, symbols, or icons that will visually represent the brand.
Consider the colors, typography, and overall design style that align with the brand's identity.
Choose imagery that effectively communicates the brand's values and resonates with the target audience.

Are there any keywords associated with the brand?

Identify specific words or phrases that are closely associated with the brand.
Consider keywords related to the brand's industry, offerings, or unique selling points.
Choose keywords that contribute to the brand's search engine optimization (SEO) strategy.

How does the brand want to be perceived?

Describe the desired impression or image the brand wants to create in the minds of its audience.
Consider how the brand wants to be perceived in terms of credibility, trustworthiness, and reliability.
Highlight any specific emotions or associations the brand aims to evoke.

What key message should be communicated through the brand?

Identify the primary message or value proposition that the brand wants to convey to its audience.
Ensure the key message aligns with the brand's mission, values, and target audience's needs.
Craft a concise and compelling message that differentiates the brand and resonates with customers.

What tone should be used to express the brand's personality?

Specify the appropriate tone of voice that aligns with the brand's personality and target audience.
Consider whether the brand should adopt a formal, casual, friendly, authoritative, or playful tone.
Ensure consistency in the brand's tone across all communication channels.

Branding Guidelines and Assets

Are there any existing branding guidelines or assets?

What are the preferred color schemes and typography?

Are there any specific logos or taglines to be included?

What formats should the assets be in?

Are there any existing templates or style guides for the assets?

Are there any additional assets that should be included?

How will the assets be stored and distributed?

Are there any restrictions on how the assets can be used?

Communication Channels

What are the primary communication channels for the brand?

Is there a preference for traditional or digital media?

Are there any specific social media platforms to focus on?

What type of content will be used on the communication channels (e.g. visuals, videos, etc.)?

Are there any existing campaigns or initiatives that need to be included in the communication strategy?

What is the frequency and timing of communication?

Is there a need to create or update any existing communication materials?

How can the brand differentiate itself from competitors through its communication channels?

What is the budget allocated for communication and promotional activities?

What are the expected results and KPIs for the communication channels?

How can the communication strategy be monitored and measured?

Are there any specific laws or regulations that need to be taken into account when using the communication channels?

Budget and Timeline

What is the allocated budget for branding activities?

Are there any specific milestones or deadlines to consider?

What are the expectations for project deliverables?

Are there any restrictions or expectations regarding branding activities?

Is there a timeline set for the completion of the branding activities?

Are there any budget restrictions that will impact the branding process?

Are there any external stakeholders that will need to be consulted during the branding process?

Are there any internal stakeholders that will need to be consulted during the branding process?

Is there a specific timeline for the approval of branding materials?

Are there any additional resources required for the branding process (e.g. external consultants, third-party vendors)?

Are there any legal or regulatory requirements that need to be taken into consideration when creating the brand?

Success Metrics

How will the success of the branding efforts be measured?

Establish specific metrics and goals to track the success of the branding efforts.
Implement a system to gather data and analyze the results regularly.
Use a combination of qualitative and quantitative measures to assess success.

Are there any specific key performance indicators (KPIs)?

Identify and define the key performance indicators that are relevant to the branding efforts.
Ensure that the selected KPIs align with the overall objectives and goals of the campaign.

What are the desired outcomes for the brand's image and perception?

Clearly define the desired image and perception of the brand.
Identify specific attributes, values, or characteristics that should be associated with the brand.
Determine how the brand's image and perception will be assessed and measured.

What criteria will be used to determine whether the branding campaign is successful?

Establish specific criteria or benchmarks that will be used to evaluate the success of the branding campaign.
Define what success looks like and set realistic expectations.
Regularly assess and review the campaign's performance against the established criteria.

How will the campaign’s performance be measured against its objectives?

Set clear objectives and goals for the branding campaign.
Develop a system to track and measure the campaign's performance against these objectives.
Regularly analyze the data and make adjustments as necessary to ensure alignment with the objectives.

What benchmarks will be used to monitor success?

Identify specific benchmarks or milestones that will be used to monitor the success of the branding campaign.
Establish target levels or thresholds for each benchmark.
Regularly track and assess the campaign's progress against these benchmarks.

Are there any specific short-term or long-term goals that must be met?

Define specific short-term and long-term goals that must be achieved as part of the branding campaign.
Ensure that these goals are aligned with the overall objectives and vision of the brand.
Regularly evaluate and monitor progress towards these goals.

What are the desired customer behaviors that should result from the branding campaign?

Identify and define the desired customer behaviors that the branding campaign aims to achieve.
Specify the actions, attitudes, or responses that indicate successful customer engagement.
Establish a system to measure and track these desired customer behaviors.

What metrics will be used to measure customer engagement?

Select specific metrics or indicators that will be used to measure customer engagement.
Consider metrics such as website traffic, social media interactions, or customer feedback.
Regularly analyze and assess these metrics to evaluate customer engagement levels.

How will customer loyalty be assessed?

Define the criteria or indicators that will be used to assess customer loyalty.
Consider factors such as repeat purchases, customer retention rates, or referrals.
Implement a system to track and measure customer loyalty over time.