What flavor ice cream is your brand?
Consumed => “Creating a Brand Identity: 20 Questions You MUST Ask BEFORE You Start” by Richa Jain on SitePoint.
=> My value add (i.e., left a comment)…
Not a bad list. Mine is longer, deeper and also sometimes more basic.
For example, I ask: “If your brand were an ice cream, what flavor would it be?”
I know that sounds silly but I find “brand” to be a foreign / abstract concept for most people. So rather than ask them to describe that which they might not understand / be able to describe (directly), I’ll use proxies to sketch and help them better communicate their vision.
Another example would be:
“If your brand were a music recording artist, what artist would it be?”
Most everyone one starts with “I want by brand to be cool.” This question helps to understand, is it Chat Faker cool (i.e., the real deal), or Bruno Mars “cool”. There are people – God bless them – who think mainstream is cool. Nothing wrong with that, but now at least I know what they want (and they might have bad taste in music. lol)