Both clients and designers tend to focus on the “visuals” of their brand and overlook how important background research and strategy are to the outcome and success of the branding process. When you create a brand that tells a story, you speak on a deeper level and connect your clients emotionally to the brand. This enables them to tell the story to their customers in the same way.

Background

The purpose of the project / Mission.
 What are your company’s long-term, short-term expectations and goals?

Vision 
what your company is all about. Why is this company in existence?

The value propositions
The unique value of your company. What will the brand be known for?

Values
Describe the company’s core values

Competitive Analysis

Discovery
How will people find out about your company?

Challenges
Your company faces what specific challenges?

Competitors
Which of your competitors are you most concerned with?

Competitive Advantage
How does your company differ from the competition?

Target Market Demographic
Which audience do you want to reach?

Drivers
What motivates your target market? How do they perceive your product, and why would they buy it?

Goals

Findings
Why are you creating a new brand? What are you hoping to achieve? If you already have a brand, what’s wrong with it. What would make this process successful?

Associations
When your audience interacts with or thinks about your brand, what do you want them to see, feel, or think?

Attributes
How would you describe your company in five words? (Ex: Inavative, neutral, traditional, fun, luxurious, elegant, etc.)

Inspiration
Name three brands which identities that inspire you and you believe your target audience can relate to? Note the specifics.

Symbols & Icons
When you think of your brand, do you have any symbols in mind?

Colors
Do you have a favorite color for the brand? Why?

Find out the answers to these questions and use them throughout your process

And most importantly, once you gain a deep understanding of these topics, you can move on to designing. During the artistic process, talk about these ideas with the client regularly. Additionally, you should explain how these ideas unfold in the design directions you show them. Be clear about your creative direction, say it playfully, and why this specific visual mark will work perfectly for the applications they’ll actually use as a brand.

You will build trust and empathy with your client by explaining the rationale behind visuals when helping them see it too, and this will give them confidence in you and their brand.