Brand Discovery Form - Ellington Digital

Brand Discovery Worksheet

Let’s get started. Take your time thinking about these, think outside the box and let us know if you have any questions at all.

The most important thing is to have fun!

Your Business
General questions about your business and what you do
*
First Last
Company Name*
Is there a creative or interesting story behind why you started your business?
What is your brand's mission?
What are the top values of your brand?
What is your brand's "personality" in five descriptive words?
What is your brand's overarching mission?
If you had one minute to tell someone about the work you do, what would you say?
What are the values of your brand, and the people who represent it?
Describe your target audience(s) demographics, including if they vary by channel.
If your brand were a person, describe what their personality would be like.
What emotions do you want someone to feel when interacting with your brand?
What sets your brand apart from organizations doing similar work?
Is there anything else important to know when it comes to how you want to be perceived when someone interacts with your marketing campaigns?
Is there anything else important to know about your brand?
What are your top 3 companies that you look to for brand inspiration?
What do you love about those brands' when it comes to their design, look and feel?
On the flip side, what brands do you not like?
Visual Identity
When you think about where your brand identity could evolve, what brands/organizations do you look to for inspiration?
What do you love about those brands when it comes to their design, look and feel?
What colors are you certain you want to be included in your color palette and are there any you want to move away from?
Were your current fonts chosen with a specific purpose in mind?
What is your logo’s backstory, and are there specific elements of it that hold meaning?
If there are any examples of strong visual elements that are reflective of your brand, please include them here.
Target Audience
Let's talk about the people you're trying to reach
When you picture your ideal customer, who does that look like?
What type of lifestyle does this dream customer live? Get as detailed as you would like.
How old are they?
What sets your brand apart from the competition?
What is your business slogan or tagline that you would like to stick in customers'/potential customers' minds?
If you had one minute to tell someone about your brand, what would you want them to know?
If your brand were a person, describe what they would be like.
Your Brand
As a business or brand, leveraging your brand's personality is the best way to create a connection that speaks to your target audience.
What five words would you use to describe your brand's personality?
What emotions should people feel when they see your brand's design?
Color palette: which colors are you certain you want to be included in your color palette?
Fonts: Are there fonts that your drawn to and/or would you prefer options sent to you?
Image/ad inspiration: If there are specific marketing campaigns, social media channels, websites, etc. from other brands that you would like to take inspiration from, attach a few screenshots below or list the URLs right here.
Attach Screenshots
Drop files here or

Accepted file types: jpg, gif, png, pdf, Max. file size: 10 MB, Max. files: 5.
jpg, gif, png, pdf - 10MB only.
Final Question!
Is there anything else important to know when it comes to how you want to be perceived when someone interacts with your marketing campaigns?

Your Business

Visual Identity

Target Audience

Your Brand

Final Question!

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