It’s been a great year for KIMBO Design. We’ve moved to a sleek downtown Vancouver office space, we’ve expanded our team and we are growing our service offerings. To accommodate such growth in such a short amount of time, we are repositioning ourselves and redesigning our website, in order to expand the range of services we offer.

KIMBO Design is transitioning into a full-service creative agency. We will now offer such services as marketing, communications, responsive design and digital strategy. To support this critical change, we are following our own rebranding process. Luckily, this is our area of expertise, so we have a trusted process that we can apply to our own brand.

The first step in our process is a brand discovery session. Before you can redefine your brand, you have to understand who you are and what makes you different, because these are the areas where you can add value for your customers. A discovery session allows you to answer the tough, overarching, long term questions: What are our goals? Who is our target audience? What is our brand promise? The session is designed to help you dig deep and revisit your objectives, values and company culture. These sessions help you articulate what makes your company unique, and how your brand benefits your customers.

Discovery Session Questions

• What is the primary and secondary purpose of your brand?
• What importance does the brand have to your business?
• What are your brand’s core values and beliefs?
• List 5 adjectives that you want people to associate with your brand.
• Please define your customers using adjectives.
• Who are your brand’s primary competitors?
• Why do customers choose your brand over others?
• List 3 logos you like and explain why.
• What do you want people to feel when they see your logo?
• What will make this branding project a success?

Remember to keep the discovery session questions open-ended, and make sure to answer the so-called “obvious” questions. You may think you know the answers, but you might be surprised. There’s nothing like a little critical thought about your pre-conceptions to open your mind to further creative and branding possibilities.