QUESTIONS TO HELP DEFINE THE GOALS OF A BRANDING + PRINT PROJECT
 
Answers to the following questions will provide a foundation for understanding the creative strategy, business goals and project requirements.
 
OBJECTIVES
CORPORATE PROFILE
SALES
AUDIENCE
CONTENT
APPROVAL PROCESS

 
OBJECTIVES

• What is the goal for this project?
• What outcome will make this project a success?
• What are some of the obstacles/challenges that could hinder the success of this project?
• How does this project fit in with the long-term marketing plan?

CORPORATE PROFILE

• Briefly describe the story behind your organization.
• Is there a mission statement?
• What values best describe your organization?
• What value proposition needs to be communicated?
• Who are the customers?
• Who are the competitors?
• How does your organization distinguish itself from competitors?
• How is your organization viewed from within the industry?
• What are the pros and cons of your organization’s image?
• What other brands are relevant and why?

SALES

• How are sales most often generated?
• Do you have a database of past clients, existing clients, partners etc.?
• How will the print materials help generate more leads, aid sales initiatives and acquire more customers?
• What role will the print materials play in the overall marketing plan and how does it integrate/complement other marketing programs?

AUDIENCE

• Who is the target audience?
• What will each user group want to know?
• What are the age ranges of customers? Gender breakdown? Job titles?
• What media do they regularly read or watch? [e.g. websites, magazines, newspapers, radio and television, etc.]?

CONTENT

• List the main sections and subsections that will comprise the printed materials and how many pages each section will have.
• How often will the print materials be revised? What sections?
• Do the print materials need to integrate, either functionally or creatively, with any other print materials?
• Who will write the copy?
• Will photography be used? Is there an existing library of images or is stock being considered?

APPROVAL PROCESS

• Who will be managing the project on the client side?
• Who is responsible for approving work? Will there be more than one group who will approve work?
• Is there a hard deadline for this project? Are there other events/initiatives
  that will influence the schedule [e.g. marketing campaigns, industry events, etc.]?