Brand Discovery

Here are 2 questionnaires for your brand discovery exercise. Thanks you for taking the time to fill those up, it will greatly help the design process!

Step 1

The Difference Model

We believe that successful brands are built from the inside out. As such, a key component for creating a brand identity is to thoroughly understand the vision for the brand from its founders. The objective of this call is to get a deeper sense of the team’s personal affinities to reflect and integrate into your brand’s final visual and verbal identity. We like to focus heavily on “The Difference Model” coined by brand and marketing guru, Bernadette Jiwa since we feel this is the most sincere way of getting brands to shift from a commodity to an experience.

The following are the questions that we will be asking during our discovery session. The conversation is meant to feel casual with the following questions being used to guide our dialogue.

Below you can find the questions as well as examples of how other successful brands have answered these exact same questions.

If you’d like, go ahead and fill out the questionnaire otherwise we can chat in person during our meeting.








Core Values

Response from Warby Parker:
  • Passionate about what we do.
  • Business school graduates, but no tech expertise on the founding team.
  • Knowledge of eyewear manufacturing through work in non-profits in the developing world.
  • Attract and employ talented Millennials who want to do work that matters.
Response from
  • Design is key to everything we do.
  • We believe design tells a story about who we are and what we stand for.
  • We love high-quality print.
  • We are a values-led business: we believe in design, innovation, community and excellence.
  • Excited to come to work every day.
Response from Wholesome Bakery:
  • We want to bring joy and make people happy.
  • Hardwired for pride in what we do.
  • We want to be an integral part of our community.
  • Fair.
  • Caring.
  • Stand for what matters.
  • Not willing to compromise on quality.
  • Our team is essential to our success. We want to give them the best so they can give their best.
Response from Warby Parker:
  • $65 billion industry.
  • Oligopoly.
  • Only 1% of eyewear was sold online before Warby Parker launched.
  • Illusion of choice. One company owns many brands.
  • Need to introduce your brand through a trusted source.
  • Industry focused, not customer centric.
Response from
  • $100 billion industry.
  • Many other printers have chosen to use new technologies and the Internet to simply reduce the costs (and often the quality) of printing.
  • Very traditional.
  • Stale and lacking in innovation.
  • Relying on old business models.
Response from Wholesome Bakery:
  • The market for gluten-free products is experiencing double-digit growth and is expected to exceed $6.2 billion by 2018.
  • There is a lack of excellence and quality in the market.
  • Some businesses in the food industry cut corners; there is a culture of taking shortcuts.
  • The baking industry is becoming a process of assembly rather than a craft to be mastered.
Response from Warby Parker:
  • Want to replace their glasses more than once every two years when their prescriptions expire.
  • Savvy and fashion conscious; appreciate quality.
  • Millennials.
  • Value trust and authenticity.
  • People in the developing world need access to eyewear that makes them feel good.
Response from
  • Individuals and companies that don’t follow the crowd.
  • Creatives and entrepreneurs.
  • Appreciate great design.
  • Need stationery and business cards that make a statement and help them stand out.
  • Want to express their individuality.
  • Need to look professional.
Response from Wholesome Bakery:
  • Mostly local; some visitors from out of town.
  • Some—but not all—of our customers need gluten or dairy-free products.
  • Don’t want to be made to feel different.
  • Come to enjoy a treat and to feel special.
Response from Warby Parker:
  • To build a global lifestyle brand that has a positive impact on the world.
  • To build a brand that stands for fun, creativity, purpose and beautiful design.
Response from
  • To ‘provide great design for everyone’.
  • To be the best printer on the Internet.
  • To ‘disrupt the $100 billion global print industry by com-bining the values of profession-al design with the accessibility and reach of the web’.
  • To change the world one card at a time.
Response from Wholesome Bakery:
  • To delight all who enter the bakery or taste our products.
  • To provide sweets of the highest calibre, notwithstanding the constraints on ingredients.
  • To serve both the people who need our products because of allergies and dietary restrictions and the people who will enjoy them because they taste so good.
Response from Warby Parker:
  • People who don’t expect a high level of caring from typical retail brands.
Response from
  • Our customers are entrepreneurial and often work independently or in small teams.
  • Many run online businesses.
Response from Wholesome Bakery:
  • Local people; many within a few blocks.
  • Visitors from out of town who are seeking GF products.
  • What do they care about?
  • Those seeking out gluten-free baked goods.
  • Often feel excluded because they can’t eat what others eat.
Response from Warby Parker:
  • New Economic Order.
  • Discerning; they care about style but also about social issues and the environment.
  • Like to have choices in their eyewear and like to treat eye-wear as fashion statements, not just functional objects.
Response from
  • Our customers are ambitious, clever, resourceful, passionate and nice.
  • Care about making a great first impression.
  • Want to change the world, or their corner of it.
Response from Warby Parker:
  • Customer service is everything.
  • Build trust and community.
  • Offer great experience.
  • Provide free home try-ons.
  • Engage with customers through social media.
  • Own the customer relationship.
Response from
  • Communicate what we stand for in everything we do, from the tone of our website copy to the kind of products we launch.
  • Give our customers something to talk about and share with friends.
  • Create products and services that allow customers to connect their online and offline brands.
Response from Wholesome Bakery:
  • Exclude nobody.
  • Serve the whole community, not just people with dietary requirements.
  • Develop a relationship with locals.
  • Remember our customers’ names and favorite products.
Response from Warby Parker:
  • Engage with customers where they want to be and shop. Create content that people want to engage with and share.
Response from
  • Encourage active conversations and communication with our customers.
  • Create better products for our customers by listening to them and understanding their needs.
Response from Wholesome Bakery:
  • Invest in making people feel like this was made just for them.
  • Convey quality in everything we do, from cakes to packaging.
  • Use the best ingredients. Absolutely no compromise on this.
  • Donate beautiful products to community events.
Response from Warby Parker:
  • Glasses are expensive.
  • There is lots of choice.
  • You need to go into a store to buy your glasses.
  • What would you like them to believe about you?
  • They would never consider buy-ing their glasses anywhere else because of the affinity they feel to our brand.
Response from
  • Good design matters.
  • Design is one of the ways they tell their story.
  • Design can demonstrate their values and value to the world.
  • What would you like them to believe about you?
  • We want them to experience us as the best printer in the world.
Response from Wholesome Bakery:
  • Gluten-free products are for people with celiac disease.
  • Gluten-free products are healthier.
  • Gluten-free is tasteless and unappetizing.
  • Speciality baked goods are always more expensive.
  • No one would eat gluten-free unless they had no choice
Response from Warby Parker:
  • They would never consider buy-ing their glasses anywhere else because of the affinity they feel to our brand.
Response from
  • We want them to experience us as the best printer in the world.
Response from Wholesome Bakery:
  • We want them to think this is the best cookie they have ever tasted.
Response from Warby Parker:
  • Quality.
  • Fair price point.
  • Good value.
  • Looking great.
Response from
  • Quality prints.
  • Good value.
Response from Wholesome Bakery:
  • High-quality baked goods, made from scratch with the best ingredients.
Response from Warby Parker:
  • Doing good (WP’s one-for-one model donates a pair of glasses for every pair sold).
  • Environmental responsibility (WP is carbon neutral).
  • Free home try-ons; free shipping and returns.
  • Great user experience on the website.
Response from
  • Quality and attention to detail.
  • Innovative, customizable business cards and stationery.
  • Full-color products; premium paper.
  • Short print runs.
  • The ability to print a different image on each card, creating a pockct-sizcd portfolio or catalogue.
  • Great user experience on the website for easy card design.
  • Packaging and copy that are part of how we add intangible value.
Response from Wholesome Bakery:
  • Baked goods so delicious that they shatter the perception of what gluten and dairy-free goods taste like, and people won’t think about what’s not in the cakes.
  • Packaging that feels like a gift. Core Values:

  • Deliver WOW Through Service.
  • Embrace and Drive Change.
  • Create Fun and A Little Weirdness.
  • Be Adventurous, Creative, and Open-Minded.
  • Pursue Growth and Learning.
  • Build Open and Honest Relationships With Communication.
  • Build a Positive Team and Family Spirit.

Ex: Internal Happiness Survey, Customer Satisfaction Survey etc.

Step 2

Visual Design Preferences

Pick some graphics and logos you like

Pick your brand's colors

Pick your brand's style


A few last questions