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LET'S GET READY TO ROCK THIS!

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.

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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.

Perth brand designer Nicole Hailwood

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.

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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.

What is your dominant brand archetype?
What is your secondary brand archetype (if you have one)?

Did you find it hard to choose or was it super obvious? Did you have a third one you also felt drawn to? With the dominant archetype you chose, are you always in alignment or is this more who you aspire to be?

For example, do you greet people in a certain way? Do you have certain processes that align with your archetype?

Try to think beyond just the adjectives. For each value, explain how you demonstrate or embody this value in your business. What does it mean to you?

Are there any emotions or adjectives you'd used to describe your brand?

Looking back through client testimonials or feedback they've given, what sorts of words and phrases do others use to describe their experience working with you?

Think about their psychographics, as well as their demographics. What kind of person are they? What are they looking for when booking/buying from a business like yours? What would make their day? What would ruin their day? What sorts on things influence their decision making? What's important to them in general, and with respect to buying from you?

What's your main bread and butter?

Over the next five years, do you see your offers growing or evolving? If so, how? What's the grand plan?

What inspired you to get started? Is that same inspiration still a factor now?

Are there any specific colours, fonts, styles, icons, etc that you've envisioned for your brand or that you would like me to explore? If yes, explain why you would like those certain elements/what they mean to you.

Is there anything you're deadset on having in your brand or anything you definitely DON'T want in your brand? If yes, explain why.

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