TenLaw Branding Survey

Congrats! You're about to rebrand. This is a big step, and we're going to have a lot of fun working together on reshaping your company's identity. Branding goes beyond the logo, and is comprised of your logo and the design system it exists within coupled with your voice and message. This boasts to the world who you are, and forges connections with the people who will keep your business going.

But remember, projects like this tend to fall on a spectrum in terms of how in-depth the work dives; but regardless of whether we're helping you tweak your logo and formalize a style guide or giving you the full monty, the foundation is always built on two pillars:

Who are you now and who do you want to be?
Who is your brand for and what personality does it need to embody?

These are definitely broad questions, but that's where we come in. This questionnaire is our first step down a path to a new you. We're going to dig into the many things that will help us answer these questions, and discover a lot about you and your customers along the way.

Part 1: Who are you now and who do you want to be?

This part of the questionnaire is going to help us understand how you got to where you are now, what type of company you want to be to your ideal customers, and where you want to go.

1. Will this rebrand be revolutionary or evolutionary?

What we mean is, are we throwing the baby out with the bath water or are we just tidying things up and giving you some shine?

2. What is the story you're trying to tell with your current brand, and is this the story you want to continue to tell?

We want to know a bit about how you got to where you are now and understand why your brand is what it is and, if it applies, the narrative shift you'd like to make.

3. What do you like about your current branding?

This could be the color, the shapes, or more abstract things like the movement or the vibe. You could also simply love the typeface. Whatever it is, tell us in your own words what is working.

4. What do you dislike about your current branding?

Is your current brand doing too much? Not doing enough? Hate the font, the color, both? Really dive into this question and tell us straight up what simply is not working. Believe it or not, this reveals a lot.

5. What logo designs, brands, or companies inspire you?

Everyone has that one brand or company that makes their heart sing. Sometimes those pangs are so loud you find yourself wishing you could be just like them. Inspiration doesn't mean replication, but it does help us get a sense of how you want to see yourself.

6. Describe your company using only 5 words.

If you haven't realized it yet, successful rebrands require asking tough questions and challenging your own assumptions. Go!

7. What's the long term vision?

While it's key for us to understand where you're at now, we also want to know where you want this to go long term. Putting these particular cards on the table right now helps to set the direction of travel for your brand, and lay the groundwork down for where it will move.

8. Why now?

Has anything major changed or signaled to you that a rebrand is necessary, and if so why? What is right about this moment?

Part 2: Who is your brand for?

The most important person in the rebranding process isn't the owner, the marketing department, or even the design team. It's the customer. Your new brand has to appeal to your ideal customer and resonate with them in a way that makes them start and maintain a relationship with you. Let's get into it.

1. Who is your ideal customer?

Tell us about what they're like and what they need, where they come from. What is it about you that keeps them coming back? Or are the people you invited not showing up to the party?

2. Who are your main competitors and why?

It's important to know who you're about to jump into the ring with. Understanding who you are (or might be) losing customers to is valuable information, because it helps to determine the way this endeavor needs to take shape. It also gives us some insight into what is appealing to your target clientele.

3. What's your unique selling point?

Sometimes this is a hard question to answer in crowded categories, but simply put: what do you have that no one else does? That is what we need to amplify.

4. If your logo could talk, what would it say and what would it sound like?

Rebranding is a game of both fitting in and standing out. If your logo was a person, what kind of clothes would they wear? What would their voice sound like? What's their personality? Who do we want to sit with at lunch? Are we playful? Serious? There's a reason a brand is called an identity.

5. What are your company's core values?

This helps us figure out how to build upon the answers to the previous question, but also helps identify likeminded people that want to be in business with you. This includes customers and even strategic partnerships. This is all about relationship building, and we want to make your targets swipe right.

Part 3: The fun stuff.

This bit is a lot easier and more playful. We're going to throw some off-the-wall questions at you, but we're also going to play a game of show and tell. Don't worry, there are no wrong answers.

1. If your new brand was an animal, what animal would it be?

2. If your new brand was a band or musical artist, who would it be?

3. Do you want to stand out or blend in?

4. Show us some logos or designs you absolutely love.

If you're feeling sassy, go ahead and tell us why. Now go have a Google, then upload the images here. Need some help? Resources like Behance and Dribbble are good places to start.

Drop files here or

Max. file size: 512 MB.

Tell us why you absolutely love these logos.

5. Now show us some logos or designs you absolutely hate.

For this one, you don't need to feel sassy but you do need to tell us why. When you're done, upload the images here.

Drop files here or

Max. file size: 512 MB.

Tell us why you absolutely hate these logos.

6. What kinds of typefaces/fonts do you like?

7. What kinds of colors or treatments that you like?

Do you like gradients or a bit of grit? Do you like sleek, polished things? Metallics? Pastels? Vibrant jewel tones? Just give us a sense of color schemes you enjoy, no explanations needed. If you want to have a little more fun, check out Coolors, a color palette generator that's as easy (literally) as tapping your space bar. You can export or take a screenshot of color combinations you find appealing. Note: we're going to do this too, so the palette play is optional.

Please upload any screenshot or color-palettes here.

Drop files here or

Max. file size: 512 MB.

Alright, this party's over and it's time to go home.

Thanks for being a sport and going for this ride with us. We're going to review and distill your responses and come back with some ideas, strategies, and suggestions for you. This process not only helps us get a sense of how this project will take shape visually, but also helps us determine how broad the scope of work should be to meet your needs. We're here to walk this path with you. Oh, and one more thing: If there's anything that we didn't ask that you'd like to share or think we should know, please feel free to write it below!

Dear Diary: