Fundamentals – Questioning your identity

We do a lot of logo, and identity design. It’s always interesting to see how a company, or an individual reacts to the process. It’s a catharsis of sorts. It forces you to ask questions you may be uncomfortable with, or unfamiliar with. Logos have implied meaning; -almost like a rorschach they create introspection.

If you’re starting a business, or reinventing one, we’ve put together a quick list of conversation starter questions that may help you clarify your brand. It’s not an easy process, and it will likely be a bit maddening. -Every journey begins with the first step…

Questions for identity design and branding
All questions refer to your brand in the first person (I)

1. If I were a car I would be:
2. Why?
3. If I were a soft drink I would be:
4. Why?
5. If I were another product I would be:
6. Why?
7. When I walk into the room people will:
8. I am (check any that apply)
   modern
   friendly
   savvy
   traditional
   speedy
   helpful
   hot
   young
   soft
   hard
   methodical
   safe
   exciting
   deliberate
   inexpensive
   luxurious
   kitschy
   cute
   masculine
   sweet
   intelligent
   simple
   elegant
   beautiful
   triumphant
   small
   efficient
   humble
   strong
9. My business is:
10. I excel by:
11. My competition thinks I am:
12. I think I am:
13. I am excellent because I:
14. My only fear is that I am:
15. If I have to lose a customer I want to lose them because of:
16. When people speak of doing business with me, i want them to say:
17. In 20 years this I will be:
18. If I do this one thing I will have succeeded:
19. If I do this one thing, I will have failed:
20. __________ is the engine of my growth.