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The company
Edit- Company or product name
- Your name
- Your role
- Website
- Instagram, or wherever you are most active
- Where are you based?
- How did the company start?
- Why does it exist?
- What do you do, and how?
- Who signs off on the final identity?
The product
Edit- What do you sell, and at what price?
- What sells best today?
- What do you wish sold better?
- What makes you different?
- What do customers say about you?
- Where sold
- Typical price range
The audience
Edit- Describe the last customer who bought from you
- Where do they buy things like yours today?
The market
Edit- Competitors you admire, and why
- Competitors you can't stand, and why
- Brands outside your category whose presentation you like
The character
Edit- Three words the brand must stand for
- What would the brand never do?
- If the brand were a person at a dinner, who would it be?
- What must never appear?
The project
Edit- What do you need?
- Six months after launch, what has to be true?
- Where does the brand have to work?
- Constraints
- Anything from the current brand that has to survive?
- Budget
- When do you need it?
- Link to files
- How did you find us?
- Consent