Exploring Creative, LLC, completed a business rebranding exactly one year ago. This process was exciting, difficult, fun, challenging and educational. It took a lot of digging deeper into why this business exists, what the purpose is and how to accomplish this. Its results have been successful and have allowed the business to expand in ways the previous brand was limiting it.
The previous business was called Hallock Writing & Design. This was created because I began as freelance writer, then a freelance writer and designer. Having my name and skills listed on the business name was helpful for a period of time because it allowed it to be more recognizable and findable when a potential client was looking for someone with those skills. But it also created a set of boundaries that limited my ability to add to the business. I could not expand outside of writing and design without changing the name or having a name that didn’t match my products.
It also limited the business to a name that aligned with freelance work. This can be good in some ways, as freelance business is booming and it is exciting to be part of it. But there are also stigmas that some businesses connect with the “freelance” name. They are not ready to hire someone who identifies with the freelance market because there are so many unreliable freelancers. And, if you identify as a freelancer many businesses expect you to only have one person involved. This limits your market.
Setting long-term goals
These reasons pushed me to reconsider the business name, type of business, the market, and the products. It made me ask many important questions and find answers that aligned more closely with the long-term goals. For this reason, the name was changed to Exploring Creative, LLC. It still focuses the business on creative products, but broadened the methods that these creative products are created. It identifies the purpose of the business, but does not limit its abilities. And it widely expands the potential products of the business.
In order to determine the name, the colors, the logo and the other branding elements, it required asking numerous questions. These questions are essential whether you are rebranding your business or helping someone else rebrand their business. And answering these questions with long, in-depth answers helps guide you in your decisions. It helps solidify the brand and give it more potential to reach future clients.
Here are some of the most essential questions to ask. And we wish you the best if you are considering rebranding or helping another business rebrand.
Business branding/rebranding questionnaire
Your business:
- What is the name of your business?
- Do you wish to rename your business? (And do you have name ideas?)
- What is your mission statement?
- Describe your business/service in one sentence?
- How do you differ from your main competitors? (And who are they? Please list business names.)
- Give examples of competitors’ branding you like.
- Who is your target audience? (Please give specifics such as age, gender, race, location, likes/dislikes, interests, etc.)
Your logo:
- Do you have a specific idea in mind for your logo?
- What do you want your logo to achieve?
- Do you have specific colors in mind that you would like to use for branding? Any you do not want to use?
- Do you have any specific font/s you would like to use for branding? Any you do not want to use?
- What words should best describe your logo?
- What message or emotion do you want your logo to communicate?
- Does your organization/business have a tag line, and do you want it included with your logo on your branding?
- Give examples of logos you like (include images/names).
- How does your brand’s image fall between these opposing characteristics (bold or circle the one that best describes your brand)?
- Masculine/Feminine
- Simple/Intricate
- Gray/Colorful
- Conservative/Extravagant
- Approachable/Authoritative
- Necessity/Luxury
- Fun/Serious
- Professional/Casual
- Modern/Classic
- Sporty/Elegant
- Extreme/Safe
Other:
- Would you like any additional design services alongside your new logo? (e.g., business cards, letterheads, social media icons/banners, advertising material, etc.)
- Do you have any other comments?
These questions have been helpful for rebranding our business and other businesses. They are also essential in creating an initial brand. If you have more questions you feel are important to ask during a rebrand, let us know on our social media.
If you have questions for us or are in need of brand redesign assistance, feel free to reach out to Exploring Creative, LLC, and we will be happy to help you find your answers or complete your project. Or schedule a time to talk on the phone here.