06 May 2021
Every project comes with the ambition to launch, grow or change, which is where we come in…
Whether you are creating a new brand, performing a rebrand or expanding your existing brand it is an exciting time. Every project comes with the ambition to launch, grow or change, which is where we come in…
When we get approached by prospective clients, we always set up an initial call to discover more about the proposition and any requirements. For start-up businesses who haven’t embarked on the branding journey before, this may feel like they’re sat in the Mastermind chair being quizzed on your specialist subject – your company. So, we wanted to share some questions and things to consider when preparing to talk to branding agencies.
About the brand
This is the easy part, as it’s the thing you know most. We want to get to know you as well as the brand, after all, you will be the person who has the biggest influence on the direction of the brand and we want to share this passion with you. We want to know why you’re creating the brand and what it means to you, what gap the brand addresses in the market is and the purpose behind this.
- Who is involved in the project? What are your roles?
- What is your product offering or services?
- How do you summarise what you do in one line?
- Where will your product/services be accessed?
- What are the benefits or key features of your offering?
- If you are selling a product, what are your price points?
In contrast, this can often be the hardest part of the branding process. Often new clients will come to us with a brand name they have been working on and are happy with, however many are completely stuck and looking for guidance on the name. You need to consider domain names, social media handles, trademarking availability and sometimes even translations.
- If you have a name, what is the meaning or provenance of this?
- Have you done any brainstorming for names you can share? Putting together a word bank is a great start.
- Is the name memorable, easy to say and spell? You don’t want it to be difficult for people to tell peers about or find online.
Generally, every brand has a competitor of some sort. They may not be a direct competitor but it is very rare to have a completely unique proposition. We want to get to know how you’re different to these, but also what we can learn from these competitors, as well as other markets.
- Who are your key competitors?
- What are they doing well? What are they perhaps doing not so well?
- How do their products/services compare to yours?
- Where do you perceive the position of your brand in the market?
Tip: It’s good to have 3-5 competitors to hand, usually websites are the quickest point of call so that we can discuss their brand.
Knowing what you’re looking for – or vaguely at least. Have an expectation of what you’d like to get out of the project or the stages you’d like to approach this in.
- What sort of depth are you looking to go into strategically?
- Are you simply looking for a logo design or a full brand identity?
- Do you require packaging, if so what formats and how many variants?
- Do you have an idea of how you want to launch the product? What marketing collateral may this require? Email marketing? Social media?
- Are you having a website? What functionality requirement for you have for this? Please get in touch if you’d like one of our website briefing documents to plan this.
Having a realistic timeline is going to make all the difference. Although we can be mostly flexible around timelines, there is very little gained by rushing through a branding project. Things to have a think about when planning timelines…
- Is there a particularly good time of year to launch your brand/product? Consider trade shows, events and seasonal trends…
- How long does production, manufacturing or printing take if you’re creating a product?
- Are you going to gain more by doing a testing phase, soft launch or customer research before going straight into production and launch?
An idea of a budget is really useful, as this will quickly tell whether we can offer you what you are looking for. Even a loose budget of “from £5,000 to £10,000”, for example, helps determine the right approach, as we can discuss how we can effectively help you on your branding journey to accommodate your budget and requirements.
Goals and Objectives
Although you may be at the beginning of your journey or a turning point in your business, it’s good to think about where this could go in terms of growth and planning for the years to come. We work with brands of every size, from small business to large corporates, so goals and objectives can vary massively between clients, which is why we want to know yours specifically.
- What are your key objectives for the brand?
- Why are you going through this process? What do you want to get out of it?
- What are your company goals? Short term (this year), medium-term (2-3 years) and long term (ultimate goal) for both internal and external.
It may be you haven’t got the answer to every question, which is why we go through our Dig process. We take pride in immersing ourselves in your brand through research and a branding workshop, compiled of brand exercises and discussions. Establishing a clear understanding and direction for the brand allows us to create a relevant, credible and distinct identity for the company and effectively roll this out for online and offline use.
If you’d be interested in hearing more about our Dig process and branding services, please give us a call today on 01242 512629.