This is where we need you to be descriptive and detailed as possible. You need to sell what you do so we can understand, to the best of our abilities, what we are designing brand identity for.
This is a refined and optimised version of above. Think along the lines of the Elevator Pitch: you have just a minute, or two, to enthusiastically explain, and describe, what your brand is before I exit the elevator.
Positioning determines what place a brand (tangible good or service) should occupy in the consumer's mind compared to the competition. A position is often described as the meaningful difference between the brand and its competitors. Or more simply put, what's the 'Unique Selling Point' that trumps your competitors?
Please list, or describe, the type of people that need to be influenced by our work when they see it. This is very important, as it's all about ensuring your message is conveyed to the right audience.
Please list any local, regional and/or worldwide competitors. We absolutely need to know how your competitors brand, and position, themselves before we can create an entire visual identity for you. If you are able to provide URL's of websites, then even better.
Are you home based, or work in offices? If you have multiple offices and/or locations then please specify. It's also useful to know how many staff you have, or it could just as likely be just you.
In the absence of a client meeting, this helps us get a reasonable idea of the sort of overall design styles you might like, and helps us take these into possible consideration.
Are you looking to avoid or implement certain colours? Please list colours that you feel would have a positive or negative impact.