How many hoops should a potential client jump through before we give them the time of day? I personally think it should as few as possible when breaking the ice. Today, I’ll share my new simple Logo/Brand Identity Worksheet.
Generating Quality Leads
When I came up with these 8 brand identity questions I had 2 primary goals: Acquire essential information and Build value for my service. If I go for the bare essentials, the form shouldn’t be agonizingly long. And if I use the right questions, I can convince the client my service has investment value.
I’m trying to pull quality clientele that are worth the time of day, while not scaring them away with too many questions upfront.
Weeding out cheap clients
If I force the potential client to answer enough questions to show some commitment, then I should weed out rogue inquiries. This is a byproduct of the design questionnaire. Allowing too many general inquiries to slip into my inbox dampens my self-esteem, much more so than not getting client leads at all. On average, I receive anywhere from 3-10 general inquiries per week and 1-2 serious inquiries.
The most general questions are the ones that will usually waste my time.
Here’s one of my favorites:
“I need a logo for my business. How much do you charge?”
I’d spend 10-15 minutes trying to write a perfect persuasive speech in order to educate them on the value of a quality brand identity design in my response. Although I had taken only 10 minutes to respond to their email, I will receive no reply. The lead is dead because the client realized their budget does not extend to the expense of a quality design process.
Building service value
When a client realizes that your design services are valuable, suddenly their wallet hinge becomes a bit more lubricated. A question like, “How will building your brand identity increase your sales?“, is perfect for writing a convincing blog article, but it’s not so great for a lead generating questionnaire. You may cause the client to feel a bit of entrapment.
In my questionnaire I focus on keeping it useful and slightly rhetorical. The notion is to make the answer valuable to me from a design standpoint while allowing them to subliminally build a positive perspective of what the project outcome will be.
Here’s an example:
“What is the motivation behind your new logo or rebrand?”
Now I know why they are concerned with their current situation. Knowing the problem is the first step to finding the solution. The client is also seeing room for improvement which will help fight off cold feet during the actual quoting process.
8 Brand Identity Questions
First, I attempt to gather client contact details, such as Name, Email, Phone, Website, and Location. I recommend taking a look at the live worksheet form too, because I use bold words sometimes to emphasize the intent of the question.
1. What is the name of your business?
This is self-explanatory.
2. Do you have an existing logo? Yes or No.
This is important to me to clarify what they are asking for.
3. What service or product does your business offer? (and what makes you special)
By asking the client what makes them special, I’m not only building value for them, but I am figuring out what the brand should emphasize.
4. What is the motivation behind your new logo or rebrand? (why? what if you don’t?)
Here I’m asking the client to vent. I want to know their current troubles and reinforce the need for a strong brand identity.
5. When do you need this completed by?
On this question, I use a drop box with options 2 weeks or higher. Too many clients expect a week or less turnaround. I need more time than that to go through my design process. I’m purposefully weeding them out.
6. How much are you planning to invest in your logo design?
The key here is to refer to the logo design as an investment. Providing a high range of investment value allows them to consider what others are budgeting for a quality process.
7. Are you interested in any other design services with this brand identity design? (letterhead, cards, etc)
Why not probe for further work? It’s good to know ahead of time so that you can be thinking about it while you design the mark.
8. What is the primary reason for choosing to contact me about this project? (why me?)
Once again, I build value for my services. If they don’t like my work, why would they want to work with me? A small personal connection is also planted.
That’s it! See the client worksheet live. Logo Design Worksheet
How many questions does your form have? I’m open to constructive criticism and would love to hear any ideas to improve my logo design questionnaire. I’m using the Contact Form 7 plugin if anyone is curious. Thanks for reading!