Brand Discovery Worksheet

Please fill out this worksheet.

This is going to give us all the information we need to understand your company, your current position, and what type of creative solutions you're looking for.

First name

Last name

Business or Brand Name

What do you actually sell or provide?

In one sentence, what problem does your brand solve?

How long has your brand been operating?

Your brand is currently;

What dose success look like for your brand in the next 12 months and what metrics are you using to define that success?

Brand Positioning

How do you want people to describe your brand after interacting with it?

What do you want to be known for in your industry?

Who do you consider your direct competitors?

What separates your brand from that competition?

Are there any brands you admire visually? (Inside or outside of your industry.) Why?

Are there any visual styles or approaches that you actively want to avoid?

Ideal Client

Describe your ideal client.

My ideal client is;

An individual

Another business

My client is trying to solve this problem when they look for my business;

On what level is my client already familiar with my industry and how likely are they to solve this problem on their own?

What objections or hesitations do you most typically have to overcome before a sale?

What ultimately convinces a prospect to move forward with your company?

Brand Personality & Tone

If your brand was a person how would they carry themselves?

What three words describe your brand's personality?

What three words should never describe your brand?

My brand is:

Formal

Approachable

My brand leads with:

Authority

Warmth

Emotional Direction

How should someone feel when they first encounter your visuals?

How should they feel after spending time with your brand?

What emotions should your imagery enforce most consistently?

What emotions are most important for you to avoid?

Visual Function

Where do you see these images being used most often?

What platform matters most to your brand right now?

Are you looking for images that can be reused consistently over time or is this a campaign/season specific project?

Practical Considerations

Are there existing brand colors, or visual guidelines we're working from?

Please upload logos, graphics package or brand visual strategy here.

Are there existing images that are currently working well for you?

What isn't working in your current visual content?

How often do you update or add visual content to your marketing system?

Who will be responsible for using these images once they are delivered? (in house team, marketing firm, etc.)

What do you need these images to do that you can't currently do?

What would make this project feel successful six months from now?