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.

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