What adjectives describe them? Where do they shop? What sort of clothes do they wear? Be as specific as you possibly can.

If you don't know, look at your brand from the standpoint of your current customer base. If you're just starting out, think about it from your prospective, perfect customer.

Try to sum up the goals + mission of your business in one sentence. Make sure to include who your ideal audience is, what your business has to offer, as well as how they benefit from your service/product.

What is UNIQUE about your brand? What will put you above your competitors?

When you think of your brand, when people think of your brand - what is the promise that your brand makes? Best service, best prices, best looking, etc. Is this a promise you're 100% committed to delivering?

The DO love you, right?

This allows me to better understand your market + competition. We want to make sure to steer away from a visual identity that is too similar to theirs. You have a unique brand, and I want to make sure we stay true to that.

These words will cultivate the emotion that people get when interacting with your brand. Cool, sexy, hard, soft, warm, etc.

What do you want your new branding to accomplish?

If for web, for example, a horizontal logo works best.

(ex: script, bold, light, hand drawn, custom lettering, etc.)

ex: Spruce Rd. (Design Studio underneath) vs. TheSpruceRoad

Are they fun + whimsical, clean + professional, or sophisticated? Think in terms of your business, not just brands that you personally love. We need to make sure that your new visual identity best represents your business, and not just your personal style — although sometimes these are one in the same!

(Don't laugh. This is important.)

(Again, important)