Wahoo!! The start of your branding project is just around the corner, and I am amped to get underway.
Before I dive into the research and concept development phase, I'd love your input via the questionnaire below. Although we may have already had a chat about most of the topics in the questionnaire, getting the deets all on paper helps to clarify the brief for us both, and ensures I can go forth and conquer with as much ammo as possible.
Please note, this form won't save if you exit the page. If you need time to work on the questions one by one, I recommend answering them on a word doc and pasting in your responses when you're ready to share them with me.
BRAND QUESTIONNAIRE
FIRST, LET'S DISCOVER YOUR BRAND ARCHETYPE
A brand archetype is essentially the personification of your business. By identifying how you do business, the behaviours you adopt, and the feeling you invoke, we create the personality for your brand and make it something people can identify with. Living and breathing an archetype is, in essence, how you move a business from something transactional to something inherent with emotion and connection - something people can sink their teeth into and trust their heart on.
In Brand Land, there are 12 base archetypes. Each archetype is characterised by universal patterns of behaviour and emotion that most humans instinctively understand. Businesses generally have a core/dominant archetype that makes up about 70% of their personality, as well as an influencer archetype that makes up the other 30%.
In a study by The Mood Institute, which examined the connection between colour and emotion, each archetype was given a corresponding colour. The colours were assigned based on what the audiences commonly associated with that personality type. The colours were calculated based on average HEX codes (and tbf some are fugly as). Nonetheless, they serve the purpose of helping to articulate the universally understood visual representation of the archetype. Their role is to help us consider what colours we might want to explore within your branding, and to expose you to colours you might not have considered yet could be a good fit.
Below is a link to open a document that outlines each of the 12 brand archetypes, the core adjectives/emotions used to describe the archetype, and the colour associated with it. Have a read through the doc before you hit the questionnaire and consider which archetype(s) you resonate with most.